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REEBOK ANNOUNCES GLENN ROBINSON SIGNING AT SUPER SHOW
Published February 6, 1995
Reebok announced at the Super Show that it has "won one of the fiercest endorsement battles in recent basketball history," in signing Glenn Robinson. Reebok plans to use him in all marketing communications. His first appearance in ads could be this spring in a spot called "Moms," featuring the mothers of several Reebok basketball endorsers talking about their sons (ADVERTISING AGE, 2/6 issue). CONVERSE READY TO PLAY "HARDBALL": Converse will unveil a new brand positioning for its performance line in July -- called "Hardball." Converse President Mickey Bell: "Hardball is the new vision for Converse performance -- it's an attitude, a style, a mindset and a strategy we have adopted to achieve our goals of becoming number-one in basketball, breaking through the second tier cluster of companies to become the number-three athletic brand in the United States and the number-five brand worldwide." The campaign will be supported by the company's first 60-second ad featuring six Converse basketball endorsers: Larry Johnson, Kevin Johnson, Latrell Sprewell, J.R. Rider, Julius Erving and Larry Bird. The flagship shoe will be the $80 R.A.W. Energy shoe, worn by Kevin Johnson (Converse). Converse's performance line will also carry a new logo beginning next fall -- "a variation of its classic blue star logo called shooting star" (AD AGE, 2/6 issue). REEBOK'S OTHER HOOP SUPERSTAR: BET's "Off the Court" profiled Shaquille O'Neal and his endorsements. Magic GM Pat Williams: "Let's face it. Shaq has come on at exactly the right time -- when the sport was hungry for a visible sports figure who could serve as the role model" (BET, 2/4). THE SLOW BOAT JUST GOT SLOWER: The athletic footwear industry should be forced to raise prices if the U.S.'s decision to impose $1.08B in punitive tariffs on China goes into effect on February 26, as expected (N.Y. POST, 2/6).