Fila USA: Grant Hill 4 campaign

Kim Kazemi

Between 1994 and 1996 Fila USA climbed from seventh place in the athletic-footwear category to an impressive third place.

Fila USA: Grant Hill 4 campaign

Kim Kazemi

OVERVIEW

Between 1994 and 1996 Fila USA climbed from seventh place in the athletic-footwear category to an impressive third place. Although the company made shoes and attire for a variety of sports, basketball-shoe sales proved Fila's biggest success. An endorsement deal with Detroit Pistons' player Grant Hill played a clear role in this achievement. After introducing Hill's signature shoe in 1995, Fila's basketball shoe sales shot up 52 percent in one year, putting it right behind the industry leader Nike. Image problems, however, continued to nag Fila. In the United States athletic-shoe...

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