Fila has decided to increase their marketing budget by $8M
to a record $46M next year, according to Steve Gelsi in the
current BRANDWEEK. The campaign will feature a "new push in
their outdoor winter clothing lines," FilaSport and Fila Outdoor,
and "possible buys on the USA Basketball Dream Team's pre-Olympic
programming." Fila has upped their budget to keep up with Adidas
in the fight for the No. 3 spot in athletic footwear, behind Nike
and Reebok. They will use part of the budget "as leverage in a
bid" for the 76ers' Jerry Stackhouse, the No. 3 pick in the
recent NBA Draft. Stackhouse, who is currently being wooed by
several brands, would join "a small but growing roster of marquee
NBA stars" wearing Fila. Howe Burch, Fila's VP/Advertising and
Communication: "We can promise (Stackhouse) a starring role and
not just a supporting role." With Fila's top endorser, Grant
Hill, expected to be named to Dream Team III, Fila may also
extend their b-ball season by launching a "limited edition" Hill
shoe and TV campaign on the team's pre-Olympic schedule. The
"second generation" of the Hill line will be in stores in
November (BRANDWEEK, 7/24 issue).
