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Converse
Shines in Philly
By Virginia D. Hudson
The
city of brotherly love showed love to thousands of attendees at this
year's annual all-star weekend. From February 8-10th basketball fans,
celebrities and NBA basketball players converged on Philadelphia
filling restaurants and clubs throughout the historic city.
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While the main premise
was to watch the game, it wasn't difficult to notice the assortment of
parties from major companies like, Nike and Converse.
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This year's all-star weekend also marked
basketball legend, Julius "Dr. J" Irving's return to his
Philadelphia 76er roots. It was a coming out moment of sorts - to
re-introduce the public to Converse, the sneaker that became
synonymous with Irving.
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The new re-emerged Converse (in stores
now) used some of the same old magic, but with a mix of millennium
attitude to launch the brand and a new marketing
campaign called, shine.
"It's about being in the zone,"
says Jack Boys, CEO of Converse. "It's about not giving up; it's
about the self-determination and belief in one's self that help you
get around any obstacles you encounter."
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There were no MJ or Allen Iverson
sightings, but there were several hundred members of the press along
with Irving at Circa, an upscale spot on Restaurant Row in downtown
Philadelphia to usher in the resurrected Converse brand. Feet tapped,
heads bobbed and bodies shook as deejay Biz Markie spun a mix of
neo-soul, hip-hop and old school tunes.
Equally impressive was
an appearance by neo-soul and Grammy-nominated singer India.Arie.
Arie along with her band performed three songs off of her hit album,
Acoustic Soul, to an appreciative crowd. "I just love her
sound," said an attendee. The stylist didn't miss a beat. To show
her gratitude and in keeping with her love and peace mantra, she
handed out flowers to the audience. M
March 2002
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