Sunday January 26 5:15 PM EDT
Rebounding Superstar Joins Converse All Star Team
Another Dennis Rodman Fan Steps Forward
NORTH READING, Mass.--(BW SportsWire)--Jan. 26, 1997--Citing his tremendous rebounding skills, his strong on-court work ethic and his intensity as a player, Converse senior vice president of marketing James E. Solomon today announced the company has signed a multi-year agreement with NBA superstar Dennis Rodman, forward for the 1996 NBA Champion Chicago Bulls.
The company will utilize Rodman globally in marketing and advertising campaigns for both its performance basketball shoes and the canvas Chuck Taylor(R) All Star(R) sneakers as part of his dual endorsement arrangement with Converse(R).
"We look forward to Dennis' imminent return to the NBA and the world champion Chicago Bulls," Solomon said. "He is one of the best defensive players in the league who has a passion and commitment for the true essence of the game of basketball and who is recognized for his raw, emotional style on the court. It makes sense for Converse, as the creator of the original basketball shoe, to team up with Dennis Rodman, a truly unique player and individual, to represent both its performance and canvas All Star products."
Rodman will wear the black/white/crimson All Star Springfield on the court up to the playoffs when Converse will launch a new Rodman shoe. The Springfield hits retail shelves at the beginning of February and will be supported by a three-week national TV advertising campaign. The 30-second commercial will feature a special appearance by Rodman. The Springfield has a suggested retail price of $75.
Off the court, Rodman has been a fan of the canvas Chuck Taylor All Star since high school and will become the centerpiece of the company's canvas All Star marketing and advertising program.
"The canvas All Star is basic, everyday wear -- like jeans," Rodman said. "I feel totally relaxed in my Chuck Taylors, so I've always worn them off the court. This is going to be a good partnership since Converse and I will work closely together to create some unique products, both for my on-court game and for hanging out."
Rodman, who did not play high school basketball, began his professional career in 1986 with the Detroit Pistons, and won two NBA championships with them in 1989 and 1990. He joined the Bulls in 1995 and last year captured his fifth consecutive rebounding title with a 14.9 average. In the 1996 championship finals, he tied the NBA record for the most offensive rebounds (11) in a finals game.
Off the court, Rodman has also achieved fame. He recently released his first book, "Bad as I Wanna Be" that has sold almost a million copies, and his second book is due out this May. Rodman currently stars in his own MTV series, "The Dennis Rodman World Tour," with ratings that are three times higher than the average MTV program. He has also filmed a movie, entitled "Double Team," with Jean-Claude Van Damme, which will be released April 4.
Converse, the largest U.S. manufacturer of athletic footwear, is a leading designer, manufacturer and marketer of high-quality athletic and leisure footwear and apparel and is a licenser of sports apparel and accessories that are distributed worldwide through over 9,000 athletic specialty, sporting goods, department and shoe stores.
CONTACT: Converse Inc., North Reading
Jennifer Murray, 508/664-7521
Helene Fletcher, 508/664-7509 |
