Word: fila
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...because they have shifted into more covert and more profitable enterprises. "Detroit kids just laugh when they hear people in L.A. are still wearing colors," says Taylor. "What's sweeping this city are what I call CEOs -- covert entrepreneurial organizations. They do not wear gold chains or beepers or Fila sweatsuits anymore. They're probably wearing ragged clothes and driving ratty cars. They've seceded from the union...
...need a partner, I suppose.) Listen to their hushed analysis of Becker's last double fault--"The Bor-meister is going to have to get that serve in if he wants to win this game." Watch them willingly pay 35 bucks for a white T-shirt with a little "Fila" logo. They all deserve to be locked in a room with Bud Collins and Ilie Nastase...
...year plus a commission on each Borg model racquet sold, also must provide the star with the 30 or so $75 racquets he takes with him to tournaments. In Australia, he endorses Bancroft racquets for another $90,000 or so a year and all the racquets he can break. Fila, an Italian tenniswear firm, gives him approximately $500,000 a year and the shirtts on his back. VS Strings antes up more than $25,000 a year and lots of gut to keep Borg's tension high. In his togs, Borg is virtually a walking billboard...
...price keeps going up. According to Kain, who recently negotiated Borg's new five-year contracts with Fila and Donnay, "they are the biggest deals in the history of tennis." The current going rate for a one-year print campaign using Borg's name and picture, including one day of his time to shoot the ad, is $50,000. But IMG generally insists on a minimum two-year deal with a 15% fee increase the second year. Budget-minded advertisers willing to settle for less than No. 1 one can hire Vitas Gerulaitis for a modest...
...firms pay so much for a Borg endorsement? Fila's sales climbed from $25 million to $53 million during the last three years of Borg's first contract. Donnay's racquet sales quadrupled in its first five years with Borg. Didier Ailloud, deputy sales director of the French firm that makes VS strings, believes that as much as 15% of new customers come his way after being swayed by the Swede. Says Ailloud: "I am convinced that the identification of Bjorn with our product is of inestimable importance...