Converse one of the most popular brand shoes in history was created in 1908 in Malden Massachusetts. From the beginning, Converse campaign ad was aim toward basketball players and their fans. With their signatures shoes known as the Chuck Taylor All Star, Converse had the first basketball player working for them as a salesman. As time went by, the company needed a new direction for the new era coming with other competitor like Nike, Adidas and Reeboks gaining a share of the market.” Converse had controlled eighty percent of the athletic market shoes at their heights”. In 1986, Converse release The Weapon Basketball Shoes. The campaign ad features Larry Bird of the Boston Celtic and Magic Johnson of the Los Angeles Lakers holding their own Weapon with the sentence “CHOOSE YOUR WEAPON”. The highlight of the shoes was the leather construction throughout including extra padded collar that combine with “the Y Bar System” for extra support and comfort .The world was the intended target with this new campaign ad as he drew attention on one of the biggest rivalry in history according to ESPN. With this in mind, Larry bird and Magic Johnson was the best two players of the National Basketball Association knows as the NBA. They both had multiple championship trophies with Mr. Bird having won two trophies and Mr. Johnson having won three. The use of symbolic figures to create a sense of authority and credibility was tremendous. Fans, current players and the upcoming basketball players could identify with those two most valuables players .The NBA was a reputable organization with the best player around the world. The historical rift between those two teams which faces each other several time prior in championship, fuel the fans for interest in the shoes. Converse capitalizes on this factor to reinforce the sale of The Weapon.
For this reason, if you wanted to be the best in basketball, you have to get the best Weapon available which was Converse. This was just common...
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