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Converse Commerce in Their Very SolesBy Rick Horowitz "It's a shoe we're talking about. I don't think there'll be any confusion that this refers to anything other than an athletic shoe." David Maddocks, Converse marketing executive No confusion here: It's a shoe we're talking about. But it's not just any shoe, nosiree. It's an athletic shoe, cooler than which -- in Guy World, anyway -- there is almost nothing. And it's not just any athletic shoe, mind you. It's a basketball shoe, cooler than which... Exactly. But it gets even better. It's not just any basketball shoe either. It's a new basketball shoe, from Converse, that sacred symbol of basketball shoes, and it'll be leaping onto a store shelf near you just weeks from now. And the name of this new Converse basketball shoe? Funny you should ask. Loaded Weapon. Do you think they're trying to send a message? Do you think they're trying to pump up their street cred? Do you think they figure a name like Loaded Weapon is bound to attract attention? Do you think they figure any publicity is good publicity? Do you think anyone who writes even a word, critical or otherwise, about this particular basketball shoe is falling right into their trap? Yup times five. So why bother? (Funny you should ask.) Bother because you certainly wouldn't want to let such a triumph of the imagination (Commercial Division) go unnoticed or uncelebrated, would you? I mean, for years, every time you've the heard the words Loaded Weapon, haven't they conjured up instant thoughts of crossover dribbles and silky-smooth jumpers and acrobatic jams and all the rest? That's always been my reaction. But to have the vision, the sheer bottom-line artistry to take those words and those images and combine them, just bring them together in a totally new way and create something that can only be called: Product. Besides, the party won't last forever. In fact, if Loaded Weapon even starts to make its mark, it won't take a playground minute for newer models to come tumbling off the assembly lines and into your shopping cart. Models like... * Snub Nose .38: An "old school" basketball shoe totally reconfigured for today's player, the Snub Nose .38 will stop the other guy right in his tracks. * Powder Burn XTL: The latest technology gives you everything you need to really throw down some moves. They're sure to notice you when you show 'em your Powder Burns. * Flesh Blaster: You like to battle under the boards, and you back down for no one. Flesh Blaster is the shoe for you. * Internal Bleeding: You've got more than the touch, you've got the guts -- and you don't care who knows it! Get into Internal Bleeding and turn your hoops world upside down. * Head Shot 360: The perfect choice for the finesse player who likes to pick his spots, featuring exclusive Brain Splat midsole cushioning. And don't forget... * Total Kill 3000: The ultimate shoe for the ultimate player. Take no prisoners -- lace up your Total Kills. I'm just thinking out loud, you understand. I'm sure whatever marketing plan I can come up with for these models of the (near) future, the shoe companies will do even better. Much better. When it comes to selling, after all, they've definitely got game. Shame is another matter. Posted 9/27/03. He
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Rick Horowitz
