Girding for a rebound

Julius Erving played in them. So did Kevin Johnson, Dennis Rodman, and Karl Malone. A lot of stars grew up wearing Converse basketball shoes. Kids started out in canvas Chuck Taylor high-tops and graduated into expensive leather models that are as fashionable as they are comfortable.

Heritage is something that Converse proudly boasts as its legacy. Converse introduced its first shoe in 1903 and has since been in business.

Today, the basketball shoe market is dominated by Nike, Adidas, Reebok, Fila, And 1, Puma, Asics, and New Balance – not necessarily in that order. Converse is curiously out of contention in the race to the top of the heap.

But things should turn around this year, says Ramon Ong whose company has distributed Converse footwear and apparel here since 1983. A group of US investors bought majority interest in Boston-based Converse last June and is determined to take it back to the top of the global shoe market.

Ong, a 1969 La Salle graduate, isn’t revealing what’s in store for customers but says Converse will definitely be in the thick of the fight for market leadership. Converse recently relaunched its products at a New York City party attended by showbiz and sports celebrities to announce big plans for the year. Next month, Converse plans a major splash during the National Basketball Association (NBA) All-Star Weekend in Philadelphia.

Converse, of course, will anchor its refurbished image on basketball. That’s why, Ong continues, it’s looking to sign up new endorsers in the NBA. Malone was Converse’s last big-name pitchman and his contract expired last year. But Ong says Converse won’t only be in the performance game but also in the lifestyle scene. Even the Converse logo will be different, he adds.

Ong’s younger brother Tommy is also involved in footwear and apparel. He’s pushing Skechers, No Fear, and Merrell.

Skechers is by far the leader in the lifestyle footwear industry. The brand caters to the so-called X-generation, the youth market.

No Fear has shown spiraling growth the past few years. In the US, No Fear is popular among motor sports enthusiasts. Jeremy McGrath, the Michael Jordan of motocross, and baseball’s Mark McGwire are No Fear’s most visible Stateside endorsers. In the Philippines, the leading No Fear pitchmen are International Boxing Federation (IBF) superbantamweight champion Manny Pacquiao, Barangay Ginebra star Mark (The Spark) Caguioa, and racer Angelo Barretto.

When Pacquiao appeared on HBO wearing No Fear trunks, the US market went wild. No Fear had not been known to sponsor fighters previously. But Pacquiao brought immediate national attention to No Fear, particularly after demolishing Lehlo Ledwaba for the IBF title in Las Vegas last June.

In the Philippine Basketball Association (PBA), No Fear sponsors a premium called the "No Fear Slam" where the game’s best dunk is featured using the slogan "face your fears, live your dreams."

"No Fear is a US brand of apparel anchored on the mental aspect of sports," says Tommy Ong. "It believes that it is the level of mental toughness that separates the gold from the silver. It’s an attitude bent on conquering the toughest challenges that life has to offer – in sports, business, or whatever. That attitude is reflected in sports, particularly in situations that show a lot of passion and heart from the athlete."

No Fear marketing consultant Relly de Leon says movie actor Robin Padilla wears No Fear stuff because the brand represents his own approach to life – daring, fearless, and focused.

No Fear isn’t into shoes and is strictly into apparel – jackets, shirts, socks, caps, and jeans.

Then there’s Merrell. In the PBA, Merrell sponsors a premium called the "Merrell Getaway" which features a game’s most exciting breakaway basket.

"The Merrell Getaway represents a higher level of excitement and adventure both inside and outside the playing court," continues Ong. "In basketball, it means to get away from your defender to score an uncontested shot. Outside the court, it means to get away for some adventure, fun and excitement."

Merrell footwear has a line for the rugged outdoors and for casual walking. Merrell is a leading brand in the US Wolverine group whose other products are Caterpillar, Hush Puppies, and Harley-Davidson shoes.

The Ongs’ success story is an inspiration to those who plan a career in sports business.