To celebrate 100 year anniversary, Converse will launch a television spot featuring one of its biggest former endorsers, Julius “Dr. J” Erving. The :15 second television spot features slow motion game footage of a famed Dr. J. dunk from the 1985-86 NBA season. Converse also plans to re-issue the Pro Leather 1976, made famous by Dr. J
The spot from a contest between the Philadelphia 76ers and Chicago Bulls is voiced over with audio announcing the NBA Slam Dunk contest rules. It begins with Erving receiving the ball near mid-court. He then glides toward the basket in his classic, effortless stride that became his signature, before putting down a violent, “Rock the Cradle” slam dunk in front of an exploding crowd.
The spot is the last in Converses “Disruption” campaign, launched in December to celebrate their 100th anniversary of disrupting the status quo. The campaign features other spots including “Hendrix,” “Pageant,” “Marketers” and “MeWe.”
The spot will begin airing Monday, February 11, on ESPN Sportscenter, and will continue to run on ESPN, Fox Sports and TNT through February 23. To coincide with NBA All-Star Weekend, the spot will air during TNTs coverage of the dunk contest on All-Star Saturday night.
Following on the heels of the ad spot, Converse will re-issue the Pro Leather 1976, which was made famous by Julius “Dr. J” Erving and enjoyed immense popularity when he began to wear the shoe in 1976, and became a standard for the court warriors in playgrounds like NYCs Rucker Park. The limited edition shoe will be available on April 1 for $70.
