MA-based Converse and Percy "Master P" Miller's LA-
based No Limit Sports signed a marketing partnership that
will result in co-branded Converse and No Limit footwear and
other co-branded marketing programs (Converse). In Boston,
Gregg Krupa reports that neither Converse nor Miller "would
discuss the terms" of the pact, but "industry sources said
it is a multimillion [dollar] deal over two to three years."
Krupa writes that the "immediate benefit" of the deal to
Converse is with in-store, POS displays featuring Master P's
image. Converse Senior VP/Marketing & Sales Jim Solomon: "I
think we feel there has been a big change in the performance
and basketball shoe line. It's no longer the old rules of
hero basketball player selling his hero shoes." Miller, on
his "immediate" benefit: "I needed a shoe company that's
going to be there. ... It's just like Nike and Mike" (BOSTON
GLOBE, 3/10). N.Y.-based Thomas Weisel Partners analyst
Faye Landes said that "recent Converse initiatives," which
also include the launch of helium-filled shoes and licensing
the Hummer all-terrain vehicle name, "merit watching":
"They're trying some innovative things. The overlap of
sneakers and entertainment exists" (BOSTON HERALD, 3/10).
For more on Master P and his interest in the NBA, see (#15).
