SuperBrands 96 Category Ranking: FOOTWEAR

Nike cracked the $2 billion mark, but the biggest gains were made by Adidas. A
quadrupling of its media expenditures to $5.2 million paid off with a 74.2% increase
in sales, propelling a move from eighth to third place in the category.
Brand Co. Name, Location
Lead Agency, Location
Sales: (billions)
Media Exp.:(millions)
1 Nike Nike, Beaverton, OR
Weiden & Kennedy, Portland, OR
Sales: $2.01
Media Exp.: $101.0
2 Reebok/Avia Reebok International, Stoughton, MA
Leo Burnett, Chicago
Sales: $1.52
Media Exp.: $57.7
3 Adidas Adidas America, Portland, OR
Team One, El Segundo, CA
Sales: $.331
Media Exp.: $4.0
4 Keds Keds, Cambridge, MA
Leonard Monahan Lubars & Kelly, Providence, RI
Sales: $.305
Media Exp.: $8.4
5 Converse Converse, North Reading, MA
Houston, Effler & Partners, Boston
Sales: $.298
Media Exp.: $15.8
6 LA. Gear LA. Gear, Santa Monica, CA
Sales: $.296
Media Exp.: $7.3
7 Fila Fila USA, Hunt Valley, MD
Foote Cone & Belding, New York
Sales: $.291
Media Exp.: $7.7
8 Asics Asics Tiger, Fountain Valley, CA
Bozell Worldwide, Los Angeles
Sales: $.187
Media Exp. $.580
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9 Etonic Etonic, Brockton, MA
Sales: $.147
Media Exp. $.604
10 New Balance New Balance Athletic Shoe, Boston
Messner Vetere Berger McNamee Schmetterer, New York
Sales: $.130
Media Exp. $3.4
Sources: Sporting Goods Intelligence (sales); Competitive Media Reporting
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