BSSP Plays Numbers Game

NEW YORK Converse will launch a campaign next week to support its new Wade signature line from National Basketball Association All-Star Dwayne Wade.

The effort, “Fall seven times. Stand up eight,” via Butler, Shine, Stern & Partners, Sausalito, Calif., includes television, print and outdoor efforts. The tagline refers both to an old proverb and a “.08” displayed on the shoe’s inner heel to reflect two game-winning shots in his first two seasons with the Miami Heat. Wade’s number “3” is shown on the shoelace eyelets, and his name appears on the back and top of the shoe.

TV spots will begin airing Oct. 31 on ESPN, MTV, BET, Comedy Central, Cartoon Network, Spike TV, Turner NBA, Spike TV, Fuse Network and NBA Inside Stuff. Print runs mainly in sports and basketball-themed publications. Converse, North Andover, Mass., is a division of Nike.

The Converse Wade will be available Nov. 3 with a suggested retail price of $90 at Footlocker, Finish Line, Footaction, Champs, select independent retailers and online. The shoe’s two-color variations include Miami’s red/black and Marquette’s blue/gold, signifying Wade’s college career. A third color variation will hit stores later this year.

Converse spent $4 million on media in 2004 and, boosted by its acquisition by Nike, more than $15 million January-August 2005, per Nielsen Monitor-Plus.

—Brandweek staff report