Fila has replaced Reebok as "anchor back-to-school partner"
for the 600-store Lady Foot Locker chain, with Reebok's share of
the $6B women's footwear market "slipping." Lady Foot Locker
chose Fila for its July and August push, via a $4M campaign from
Bates/New York that includes national cable, in-store displays
and store marquee signage. Analysts see the move as a "coup" in
Fila's efforts to "broaden its brand beyond its core of urban
basketball shoe buyers." Meanwhile, Reebok loses a "franchise
position" in its efforts to slow a $57M "slide" in '95 women's
sales. While store officials refused to explain the change,
parent company Kinney and Reebok have been "at odds" over product
placement and development. Reebok will still have "co-op" print
ads with Lady Foot Locker and will use its 80-unit NBC Olympic
buy for a back-to-school push (Steve Gelsi, BRANDWEEK, 3/25
issue).
MORE SHOE NEWS: A MA state court ruled Friday that Reebok
is temporarily barred from using Australian triathlete Michellie
Jones in advertisements. Alan Glickman, attorney for Hyde
Athletic Industry, said Jones had a three-year agreement to wear,
promote and help develop Hyde's Saucony brand. While that
contract ended in January, a right of first refusal clause in
effect until January '97 obligates Jones to allow Hyde to top any
other bid. Jones signed a four-year apparel and shoe deal with
Reebok February (Joseph Pereira, WALL STREET JOURNAL, 3/26).
