Modernista! Readies Rookies for Converse TV

NEW YORK In a competitive season marked by multiple high-profile basketball shoe campaigns, Converse will join the fray with an entry built around its new Loaded Weapon model starring five NBA rookies. The work is from Modernista! of Boston.

The latest ad features NBA players Chris Bosh (Toronto Raptors), Dwayne Wade (Miami Heat), Mike Sweetney (New York Knicks), Kirk Hinrich (Chicago Bulls) and Troy Bell (Memphis Grizzlies). The spot focuses on their transitions from being college heroes to leading hard-working lives as NBA players. Scenes show the guys waking up early, leaving their homes, driving to the arena, preparing in the locker room and practicing.

The tag, “The freshman class of the First School,” makes reference to Converse’s history and also echoes the currently fashionable “old school” trend, the client said.

The ad also highlights Converse’s new Icon performance system and will break Nov. 12 on NBA programming on ABC and ESPN and elsewhere. Print ads will run in Dime, Slam and ESPN.

Ad spending by the North Andover, Mass., company is estimated at $5-10 million annually,