Rodman Selling Footwear: Could the Converse Be True?

Does he or doesn’t he?

Only Converse Inc. knows for sure if Los Angeles Laker star Dennis Rodman is still selling shoes for the North Reading, Mass.-based shoe maker. The company isn’t talking about newspaper reports in Boston that Converse has parted company with the controversial basketball player.

“I can’t shed any light on that issue,” said Kelly A. Buckley, the firm’s senior public relations manager. “I wish I could, but I can’t.”

Converse, one of several shoe companies struggling to reverse falling sales, signed Rodman amid great fanfare in 1997. The former Chicago Bull rebounding star, who’s made as much news off the court as on, has been used to pitch seven kinds of shoes during the last two years. Rodman’s contract, reportedly valued at $15 million, wasn’t set to expire for another year. Converse’s overall revenue fell to $308.4 million in 1998 from $450.2 million the year before.

Athletic shoe industry observers say that Converse wouldn’t be losing much of an edge if Rodman is let go because, other than Michael Jordan, few athletes have the power to noticeably influence shoe sales through endorsements.

Meanwhile, GTE Corp.--California’s second-largest local phone company--has signed Rodman’s Laker teammate Kobe Bryant to be a lead spokesman for the company’s literacy campaign in California. GTE will use Bryant’s likeness on promotional material and autographed posters for the cause, and may coax him into a public appearance or two, Laker schedule permitting. GTE plans a formal kick-off for the campaign April 28.