Fubu Starts Talks With Shops




Urban Apparel Marketer to Spend $10-12 Mil.
NEW YORK–Fubu, an urban apparel company, has been talking to agencies about its ad account.
The company intends to spend $10-12 million and has contacted at least 15 shops, according to sources.
Leslie Short, senior vice president of marketing and advertising with the client, downplayed the talks, saying Fubu “is always talking to agencies. At this point, nothing is solidified.”
The company produces its ads in-house; the latest work shows its four founding partners and is airing on MTV and BET. Past ads starred rapper LL Cool J, the brand’s main spokesman.
Fubu has also inked a licensing pact with the National Basketball Association.
Short declined to comment on media spending. Fubu spent $250,000 on ads in 1997 and $400,000 through July, per Competitive Media Reporting.
Fubu this week is shooting a second spot–directed by music video lensman Hype Williams–featuring the client’s four principals and 12 female models touting the company’s take on fashion. The tagline: “It’s a new era.”
Fubu–“for us, by us”–was founded in 1992 as an alternative to brands such as Tommy Hilfiger and Donna Karan. Sales reached $70 million last year.