For the first time since the mid-'70s, Converse will put its
famous patch bearing the Chuck Taylor signature and All Star logo
on a new line of performance footwear, according to AD AGE.
Converse will "attempt to amplify its dimming star" by
repositioning around the 79-year-old Chuck Taylor All Star brand
with the All Star 2000 collection. While the shoes in the
collection look like the "old school canvas" sneakers, the new
basketball shoes are described as "modern," with leather uppers
and Converse's React heel cushioning system. The shoes hit
stores in July, and are "a much-needed fix" for Converse, which
slipped to seventh in the athletic footwear category in '95 from
a three-way tie for third in '94. Retail bookings have already
doubled the number of orders made for back-to-school product last
year. AD PLANS: The new shoes will be supported by a $5M-plus
ad campaign. TV spots will run for five weeks on ESPN, Fox and
MTV as well as youth-targeted programming in 15 spot markets.
Print ads will run in national sports pubs. Kevin Johnson and
Latrell Sprewell will team with past Converse stars Larry Bird
and Julius Erving in the ads. A consumer promotion is being
designed to allow consumers to vote for their favorite "All Star"
basketball move with ESPN, Fox, and MTV as possible media
partners. The shoes will be worn at the '96 Games by members of
the women's USA Basketball team, and all Converse athletes --
except Larry Johnson -- will wear the shoes during the '96-97 NBA
season. Converse will introduce two other basketball lines in
September, and in Spring '97, Converse will take the All Star
brand into cross training (Jeff Jensen, ADVERTISING AGE, 3/11
issue).
NEWS & NOTES: Reebok Int'l is sponsoring a new in-line
skating league, the Professional Hockey Ball Association. The
deal, brokered by TPP Inc., will include coverage on ESPN2 (AD
AGE, 3/11 issue).
