Controversy greets Converse's 'Weapon' shoe-spun2

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Controversy greets Converse's 'Weapon' shoe
Converse marketer David Maddocks suggests it's just a reputation. "It's a shoe we're talking about," he says. "I don't think there'll be any confusion that this refers to anything apart from an running shoe."
Jim Hainey, executive director of the National Association of Basketball Coaches,[link widoczny dla zalogowanych], isn't buying that: "My immediate reaction is that it sickens me,[link widoczny dla zalogowanych], especially in the wake of (slain Baylor basketball player) Patrick Dennehy. This hits me in the gut."
Converse, based in North Andover, Mass.,[link widoczny dla zalogowanych], virtually invented basketball shoes using the 1917 debut of Converse All-Star shoes, that are still available in a lot more than 100 colors and styles. More than 750 million pairs have been sold. (Related story: The marketing of the shoe)
But Converse's once-dominant share from the basketball shoe market consistently shrank,[link widoczny dla zalogowanych], and the company sought bankruptcy protection in 2001. Under new management,[link widoczny dla zalogowanych], its sales grew to $205 million this past year in part because the company is riding greater consumer curiosity about so-called retro sports gear. Converse reissued 27 shoe models in 2003.
Nike finalized a $305 million buyout of Converse come july 1st and said hello would run independently. Converse ran its first TV ad in eight years come july 1st,[link widoczny dla zalogowanych], when it aired an industrial using rapper Mos Def. The organization, which dressed up NBA player Larry Johnson like a grandmother for a TV ad about ten years ago, launches the $90 Loaded Weapon with an ad using five NBA rookies. Its tagline: Converse is "The First School" a takeoff on the current interest in "old school" sports products.
Maddocks says the Loaded Weapon name came partly because the shoe descends from The Weapon,[link widoczny dla zalogowanych], a model that Magic Johnson and Larry Bird touted within the 1980s. But,[link widoczny dla zalogowanych], he says, it is also "radically revamped" in the original and is "really a completely new shoe."
Paul Swangard, who oversees the University of Oregon sports marketing studies,[link widoczny dla zalogowanych], says Converse is "pushing the advantage," but "people might get the connection" towards the original Weapon.
Maddocks says Converse would like to get back to supplying basketball shoes to top college teams. The NABC's Hainey says the Loaded Weapon can't help: "When they hear the name,[link widoczny dla zalogowanych], they'll all shy away."
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