The Rise And Fall Of Converse

Converse has become somewhat of an afterthought in today's NBA, but the impact the shoe has had on the game is undeniable. The marriage between Converse and basketball was a product of good timing and geographic proximity. In 1908, founder Marquis M. Converse started his business in Malden, Massachusetts. By 1915, Converse was designing shoes for the newly popular game of basketball, invented in the southwest city of Springfield less than 25 years earlier. Malden was within Springfield's sphere of influence, and no doubt, their proximity played a large role in Converse's pioneering decision to create a market for basketball shoes.
Converse of course had some help, in the form of professional basketball player Charles H. "Chuck" Taylor, the eventual namesake of the Converse Chuck Taylor All Stars. Taylor was first introduced to the shoe in 1918, while playing professional basketball in Ohio. In 1921, he began endorsing Converse, promoting the shoe while conducting basketball clinics across the country. As the nation's interest in basketball began to take off in the 1930s, Converse became the standard issue basketball shoes for numerous high school and college teams across the country. Leading to many players of my generation to ponder: how could they possibly have played in those things?
Julius Erving was the fist superstar who endorsed Converse, wearing the shoe through out his exhilarating ABA days and into the NBA in the early 1980s. Despite Erving's marketability, ABA basketball, and even the NBA in the early 80s failed to capture a national audience. The arrival of Larry Bird and Magic Johnson would change everything, including Converse's marketing campaign.
In honor of the Super Bowl bonanza surrounding their commercials, here's one of the most popular NBA commercials ever: Larry and Magic team up to promote the multi-colored shoe called The Weapon, in Converse's "Choose Your Weapon" campaign.



The commercial emphasized the perceived differences between the two. Bird, playing alone in his rural Indiana hometown is approached by the flashy Johnson, who arrived in a limousine. Talking on the set, the two found out they were more similar than they could have ever imagined. Both grew up poor, in blue collar families who preached hard work. Both approached basketball and leadership with the same unwavering intensity.
Johnson and Bird were originally opposed to the idea of appearing in a commercial together. The Lakers and Celtics were mortal enemies, a predisposition that extended to the players of each team. Lakers players were especially perturbed that Magic was fraternizing with the reigning MVP of the league, who had defeated them in the NBA Finals the year before.
Magic and Larry's new found relationship off the court, as you can imagine, didn't spill over into the games. They remained as competitive as ever. In fact, Magic got his revenge the next year when the Lakers defeated the Celtics in six games to win the title.
This commercial was crucial not only from a marketing standpoint, but for forging a relationship between two competitors who mutually respected each other's game but were otherwise very distant. The "Choose Your Weapon" ad also spawned the commercial below, so take the bad with the good.



Converse went on to further their success with Larry's Johnson's "Grandmama" ads of the 90s, and then fail miserably with Latrell Sprewell. They paved the way for marketing basketball players. Their efforts would eventually lead to their demise. Nike signed Michael Jordan and have been firmly in control of the basketball shoe market since.
The story ends predictably, Converse was bought out by Nike in 2003. But Converse's Chuck Taylor All Stars and basketball tradition remain intact.