Converse hopes Master P can dunk shoe sales trend

Friedman, Wayne
June 1999
Advertising Age;6/7/1999, Vol. 70 Issue 24, p50
Trade Publication
This article reports on a deal signed by music company executive and hip-hop performer Master P to promote Converse's athletic shoes. In the deal between Master P's No Limit Entertainment and Converse, the new basketball shoe called All Star MP is supported with TV spots featuring Master P playing basketball in different urban venues. Converse hopes the deal will spur sales. For the fiscal year ended January 2, 1999, its revenue tumbled 32%, to $308.4 million. The integrated marketing campaign also extends to the retail level. Foot Locker is the exclusive retailer of the shoe and with each purchase consumers will get a five-track compilation CD featuring No Limit artists called No Limit All Stars.


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