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FCB sees end to Fila ties

Published on .

Foote, Cone & Belding, New York, has been notified by Fila USA that Arnell Group, New York, will handle advertising on the Grant Hill IV line of basketball shoes, the athletic footwear company's biggest product push this year. FCB execs say they expect this change will mark the end of its relationship with Fila. Arnell handles Fila's $7 million women's business; FCB had handled Fila's $13 million athletic business. The category's hot brand next to Nike a year ago, Fila has been struggling in 1997 as it tries to balance its fashion heritage with building performance credentials. While FCB had been pushing to beef up the performance image, and Arnell has fashion experience, it's not known if this switch is a bellwether of the brand's future direction.

Copyright August 1997, Crain Communications Inc.

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