Converse's Dennis Rodman All Star 91 signature shoe
hits retail on June 27, and USA TODAY's Melanie Wells
profiles the company's marketing strategy for the shoe's
launch. Converse has hired ten "foot soldiers" to "create
advance buzz" for the Rodman signature shoe, as Converse's
strategy is to have its street reps "seed" the new shoes
"among urban trendsetters." Although city streets "are
familiar turf for rivals Nike and Reebok, it's relatively
new territory for Converse." Only 300,000 pairs of the
shoe, which has a design and marketing investment of $25M,
will be available to consumers, as Converse wants to use the
shoe "as hype" for its $91 All Star Rodman, due out later in
'97. Converse Basketball Marketing Exec Scott Betty, on the
limited number of Rodman shoes: "A limited roll-out makes
kids hungry for the brand; it builds mystique. ... If
everybody can get the shoe, it's no big deal." Converse
Marketing Chief Jim Solomon: "This brand needs life injected
into it. We want edge and image. Market share will come
with that." Wells adds that Solomon wants to "duplicate the
success of Fila," which climbed from seventh to third in the
athletic shoe market "when it honed its focus to city teens
two years ago" (USA TODAY, 6/16).
GANGING UP? Wells also reports that in L.A., the red,
white and black Rodman shoes have been popular among the
Bloods street gang, who sport the same colors. Converse's
L.A. street rep Tru Pettigrew: "The Bloods are loving it."
Wells writes that Pettigrew "also wants to plant the Rodman
shoe among members of the Crips" gang, whose color is blue.
Converse has given him a blue-and-white model to wear when
he "ventures into their territory" (USA TODAY, 6/16).
LOSING LUSTER? In a sidebar, Wells writes on Rodman's
marketability under the header, "Rodman Antics May
Backfire." Wells: "I see a marketing miracle in danger of
losing his magic. ... Eyes are rolling at Converse
headquarters [over Rodman's negative remarks about
Mormons]." Converse's Solomon: "We don't condone that at
all; it was an expensive comment." Wells writes that
Converse "is sticking by Rodman for now. After all, his
penchant for grabbing headlines is one reason the company is
paying" him $2-3M for the shoe deal (USA TODAY, 6/16). In
N.Y., Phil Mushnick, writes that Rodman is "shot ... kaput"
as an endorser. Mushnick: "Generation Ex. He committed the
ultimate modern sin. He apologized [for his remarks about
Mormons]. You can't apologize and remain a viable product
endorser. You must remain defiant and regret-free. ... it's
over for Dennis" (N.Y. POST, 6/16).
