SuperBrands 97 Category Ranking: Sporting Goods

Nike, Nike. Nike Uber Alles. The Beaverton, Ore., shoe marketer has extended its dominance to athletic apparel and shows no sign of slowing down: its first quarter of 1996 produced the best quarter in the company’s history and left everyone else wondering how to fell, or at least pick up pieces of business, from what seems to be an invincible category leader.
Rank….Brand……. Company.Name, Location
.Lead Agency, Location
…Total.Sales.(billions)
…Media Expenditures (millions)
1….Nike…………….Nike, Beaverton, OR
..Wieden & Kennedy, Portland, OR
…Sales: $2.7
…Media Expenditures: $146.3
2….Reebok…………Reebok International, Stoughton, MA
..Leo Burnett, Chicago
…Sales: $2.1
…Media Expenditures: $64.0
3….Russell…………Russell, Alexander City, AL
..Gillis, Birmingham, AL
…Sales: $1.1
…Media Expenditures: $12.4
4….Spalding……….Spalding.Sports Worldwide, Chicopee, MA
..Various
…Sales: $ 794
…Media Expenditures: $17.3
5….VF Corp……….VF Corp., Reading, PA
..Various
…Sales: $ 654
…Media Expenditures: $48.6
6….Tultex………….Tultex, Martinsville, VA
..McKinney & Silver, Raleigh, NC
…Sales: $ 585
…Media Expenditures: $4.3
7….Fila …………….Fila USA, Hunt Valley, MD
..FCB/Leber Katz, New York
…Sales: $ 530
…Media Expenditures: $14.2
8….Adidas…………Adidas AG, El.Segundo, CA
..Team One, El.Segundo, CA
…Sales: $ 520
…Media Expenditures: $5.7
9….Benetton………Bennetton Corp., New York
..In-house
…Sales: $ 490
…Media Expenditures: $1.3
10…Timberland…..Timberland, New York
..BBDO, New York
…Sales: $ 460
…Media Expenditures: $3.5
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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