FootAction Eyes Big Branding Leap

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DDB May Enjoy the Double Dare of a Budget Boost to $45-50 Mil.
DALLAS–With plans to reinvent its vendor-dominated image and possibly double its $25-30 million ad budget next near, FootAction USA is embarking on a lengthy examination of its brand presence and target audience with marketing partner DDB Needham Dallas.
The Dallas-based retailer, which has more than 570 mall-based stores nationwide, has recently installed a former Blockbuster Entertainment senior marketing official to implement what he calls a “brand vision” that is lacking both at FootAction and other athletic apparel stores.

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