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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
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