Advertisement

SuperBrands 97 Category Ranking: FOOTWEAR

Advertisement

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
SCROLL SuperBrands 97