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      ACCESSION NO: 02267203
     ARTICLE TITLE: Athletic-shoe marketers look for new formulas
                    ''Top 10 athletic footwear brands by share of $8.07 
                    bil us market in 1997 shown in table''
            SOURCE: Advertising Age, v69, n39, 980928, p. s20+
              ISSN: 0001-8899
          LANGUAGE: English
      AVAILABILITY: 

      ARTICLE TYPE: Ranking
          ABSTRACT: The top 10 athletic footwear brands by 1997 market 
                    share are presented in a table. US sales of athletic 
                    footwear reached $8.07 bil, up 11.9% from $7.2 bil 
                    1996, says Sporting Goods Intelligence, a 
                    newsletter. Athletic footwear companies have been 
                    turning to more brand advertising efforts and less 
                    athletic endorsements to counter slowing sales. This 
                    also places more emphasis on the product than the 
                    athlete. The top brands were Nike (47% in 1997, vs 
                    45.2% in 1996), Reebok (15.2%, vs 16.5%), Adidas 
                    (6.1%, vs 5.4%), Fila, Converse, New Balance, Keds, 
                    Airwalk, Asics and Foot-Joy. Another table compares 
                    1996-97 footwear sales in Asia for several brands.
 PRODUCT CODE/NAME: Athletic footwear, except rubber (314900)
     INDUSTRY NAME: Consumer Products
                    Footwear
                    Sporting goods
      MARKETING/AD: All media
                    Ad volume
 GEOGRAPHIC REGION: North America (NOAX)
                    United States (USA)
       USA/NON-USA: USA
  BUSINESS SUBJECT: All market information
                    Marketing campaign
                    Market share
                    Sales