FASHION HEAVYWEIGHTS SET TO ENTER ATHLETIC FOOTWEAR CATEGORY

          Athletic footwear companies "are readying for an
     assault from a new pack of cutthroat rivals hoping to cash
     in on the sports trend," including Ralph Lauren, Tommy
     Hilfiger and Donna Karan, according to Jeff Jensen of AD
     AGE.  While leaders Nike and Reebok are expected to "defend
     their turf," analysts say that No. 3 Fila USA is "in danger
     of being trampled."  But Fila is hoping to "position itself
     in between the warring factions."  Peter DePasquale, Senior
     VP/Group Management Dir at N.Y.-based Foote, Cone & Belding,
     Fila's agency: "We believe the emergence of the [fashion
     designers] into this business will have a centering effect
     for our brand that we never had before."  Salomon Bros.
     predicts that by 2000, six designer brands will account for
     7% of an $8.5B athletic footwear industry, and in its
     reports said they "expect Fila to be the most negatively
     affected due to its fashion oriented and low level of
     athletic authenticity" (AD AGE, 2/3).