SBD/12/Sponsorships Advertising Marketing

CONVERSE GOES FROM "HEAD- T0-TOE" IN NEW LOOK FOR SCHOOLS

     Converse unveiled their new collegiate "head-to-toe"
programs with Kentucky and Arkansas.  The programs, developed in
conjunction with Converse coaches Rick Pitino and Nolan
Richardson, are called Kentucky Cons Blue and Arkansas Muscle and
offer coordinating footwear and uniforms.  The teams debut their
new looks on February 11, when the Wildcats meet the Razorbacks
in a CBS game prior to the NBA All-Star Game.  Converse President
Mickey Bell said the programs were developed "to offer two
preeminent basketball programs a unique look that would set them
apart on the court."  Cons Blue was created specifically for
Kentucky and incorporates "denim access" into both the uniform
and shoe design. The Cons Blue shoe has a suggested retail price
of $75.00, and authentic and replica versions of apparel will be
available in retail outlets.  A 30-second ad featuring Pitino
will debut February 11 and run through mid-March.  The "Muscle"
program for Arkansas includes a swirl which is incorporated into
the footwear and apparel and will also be available (Converse).
Arkansas was outfitted by Apex last year.  A Converse
spokesperson told THE DAILY that plans exist to introduce another
new line of uniforms and footwear for both schools for the '96-97
season.  The "head-to-toe" program is another entry into college
athletics for Converse.  Their "Voltage" line will debut later
this month at Georgia, Nebraska, Minnesota, Oklahoma, South
Carolina, and New Mexico.  That look has a zig-zag graphic
designed in school colors (THE DAILY).
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CBS, Converse, NBA, Viacom

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