Fila sets plans for creative shootout

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Fila USA, Hunt Valley, Md., without an agency after Arnell Group Brand Consulting resigned to take on Tommy Hilfiger USA, will free-lance two upcoming ad pushes starring National Basketball Association star Chris Webber and Women's National Basketball Association star Nikki McCray. Then it will hold a creative competition for its November launch of The Hill V, a shoe endorsed by NBA star Grant Hill. Fila wants the winning agency to become its new agency of record. The new agency would then be entrusted with a key marketing initiative: the launch next February of a new athletic performance brand, its positioning tied to its 2/A footwear technology. Fila's account is estimated at $15 million. It's currently No. 4 in the athletic footwear industry.

Copyright March 1998, Crain Communications Inc.

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