Retailers see green in Fila's new $80M Grant Hill deal. (Fila USA endorsement contract)(Brief Article)

Footwear News, September, 1997 by Melville, Greg

Executives at Fila USA last week called professional basketball star Grant Hill the symbolic "cornerstone" of the company's line of performance-based footwear. But in the eyes of some retailers who carry the brand, Hill's endorsement means a great deal more than that.

To these retailers, Hill gives a much-needed credibility in the United States Fila's entire footwear line, including its fashion-based products.

Hill signed an $80 million, seven-year endorsement contract last Tuesday with the Sparks, Md.,-based company. The renewal of the '94 contract includes base compensation, royalties and performance packages.

Hill "has clearly taken us to another level," said Howe Burch, senior vice president of advertising and sports marketing for Fila. "When...

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