Soderstrom to Converse for Marketing

BOSTON — Converse has tapped Erick Soderstrom as its top marketing executive; he replaces Cheryl McCants, who has left the North Reading, Mass., athletic apparel company.

Soderstrom confirmed joining Converse but declined further comment. Other Converse officials did not return calls.

Following a stint as vp, marketing and retail operations for dot-com outdoor products vendor, Soderstrom in March 2001 joined Holland Mark, Boston, as an executive vp. He was named the agency’s president shortly before the shop closed its doors last October. In the mid-1990s, he oversaw advertising and promotions for Nintendo North America, working primarily with Leo Burnett, Chicago. He has also worked in the Seattle offices of McCann-Erickson and DDB.

Converse emerged from Chapter 11 bankruptcy last year, hiring Boston-based Modernista! for a national print campaign that used the word “Shine” as a tagline. Modernista! is currently at work on new Converse ads for the fall, an agency representative said. The client is expected to spend less than $10 million this year on ads.