Converse is "repositioning itself" around its Chuck
Taylor All Star brand and "will dump as many as eight other
brands that had fragmented its image in recent years,"
according to Rich Klein of AD AGE. Converse Senior
VP/Marketing Jim Solomon said that the "consolidation will
be seen" in retail stores in early '98, and because Converse
is "driving for double-digit sales growth, ad support likely
will be greater than last year." Converse spent $5.3M on
advertising in '96. Klein writes that "in an effort to
marry its retro-fashion heritage with cutting-edge style,"
Converse will focus marketing efforts on Bulls F Dennis
Rodman. The company will use two versions of its logo on
its '98 shoes. A Chuck Taylor patch with the words
"Converse All Star," will appear on most shoes, while the
other logo has "Converse All Star" inside a rectangle. The
All Star Rodman shoe, to be released in January, will
"incorporate" Rodman's sun tatoo design (AD AGE, 7/14).
PRO AND CON: Converse has signed Giants rookie WR Ike
Hilliard to a multi-year deal to serve as a spokesperson and
an endorser for cross-training footwear. Hilliard will make
retail appearances, consult on product design and will have
other duties to promote Converse products (Converse).
