SuperBrands 97 Category Ranking: FOOTWEAR

The Nike creative onslaught continued, making the Swoosh almost generic and the challenge for the rest of the field giving consumers a reason not to buy Nike. Fila did, with bold, distinct design and deft use of limited media, scoring whopping 30.6% sales gain. Comer Airwalk has staked out the burgeoning no-frills sneaker set and gotten active as a sponsor of alt events.
Rank….Brand…….. Co. Name, Location
.Lead Agency, Location
…Sales (billions):
…Media Expenditures (millions):
1….Nike……………..Nike, Beaverton, OR
..Wieden & Kennedy, Portland, OR
…Sales: $2.52
…Media Expenditures: $110.4
2….Reebok………….Reebok International, Stoughton, MA
..Leo Burnett, Chicago
…Sales: $1.39
…Media Expenditures: $58.2
3….Fila ………………Fila USA, Hunt Valley, MD
..FCB/Leber Katz, New York
…Sales: $ 380
…Media Expenditures: $12.4
4….Adidas…………..Adidas America, Portland, OR
..Leagas.Delaney, London
…Sales: $ 355
…Media Expenditures: $5.1
5….Keds……………..Keds, Cambridge., MA
..Kirshenbaum.Bond, New York
…Sales: $ 245
…Media Expenditures: $7.7
6….L.A. Gear………L.A. Gear, Santa Monica, CA
..Dailey & Associates, Los Angeles
…Sales: $ 205
…Media Expenditures: $11.0
7… Converse……… Converse, Hunt Valley, MD
..Houston, Effler, New York
…Sales: $ 200
…Media Expenditures: $12.9
8….Airwalk…………Airwalk, Altoona, PA
..Lambesis, Del.Mar, CA
…Sales: $ 185
…Media Expenditures: $4.0
9….New Balance….New Balance, Brockton, MA
..Messner Vetere Berger McNamee Schmetterer, New York
…Sales: $ 151
…Media Expenditures: $2.2
10….Asics…………..Asics Tiger, Atlanta, GA
..Bozell Worldwide, New York
…Sales: $ 123
…Media Expenditures: $0.9
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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