More ASG Shoes to Kovel/Fuller

Kovel/Fuller’s relationship with year-old client American Sporting Goods has legs.
Last August the agency won creative duties for ASG’s $10 million Avia brand–featuring women’s apparel and men and women’s running shoes. Now the shop has picked up the Irvine, Calif.-based retailer’s DOS Shoes hiking boots and NSS skateboarder shoes as well.
The new business, awarded without a review, is estimated to be worth about $10 million in billings, doubling the size of Kovel/Fuller’s ASG account.
“American Sporting Goods is an aggressive company with a terrific line of products,” said Lee Kovel, agency partner and creative director. “We’re thrilled to be working in new areas. I’m planning an assault on Mt. Whitney with [partner] John Fuller and [creative director] Norm Hajjar to test the hiking boots, and as a result of the new business, we’ve encouraged more skateboarding in the office.”
“ASG knows how to make shoes and market them,” added Fuller. “This vote of confidence on our ability to help them get to the next step is great.”
With the added business, the Culver City, Calif., shop reaches claimed annual billings of $120 million-plus. The agency’s 13-client roster includes Zicam cold remedy, Playboy, Jiffy Lube, Imperial Bank, Barona Casino and several dot-coms.