Keller-Crescent Wins Fruit of the Loom Line

EVANSVILLE, IND. – Keller-Crescent Co. here is expected this week to sign a contract with Fruit of the Loom, Bowling Green, Ky., having bested two other agencies for the assignment to launch a new line of Wilson Sporting Goods Co.-licensed sportswear, sources said last week.
Fruit of the Loom vp/sportswear marketing Kevin Stevenson late last week said he could not comment on the deal until a contract was signed, which he expected will happen this week. Similarly, an agency spokesman declined comment until a signed contract was in hand.
But barring last-minute snags, KC is expected to get the assignment over two other Fruit of the Loom agencies: Leo Burnett Co./Chicago and Warwick Baker & Fiore/N.Y. Billings for the new business are estimated at $3-5 million. Burnett handles domestic and Hispanic consumer advertising for active wear. WB&F handles BVD men’s and boy’s underwear. KC handles active wear trade advertising and Munsingwear underwear.
The new line of branded knitwear is expected to be available January, 1994, as outlined in the five-year licensing agreement between the two partners. Fruit of the Loom is developing three broad lines of knitwear products targeted to the regional discounters, national mass merchandisers and upscale department stores, sources said.
Copyright Adweek L.P. (1993)