Famous Footwear and Converse are introducing Famous J, a basketball shoe offered exclusively through the retailer’s 700 locations across the U.S.
The companies are targeting teens by way of television, the Internet, national print gaming magazines, high school newspapers, magazine Web sites, e-mail blasts, DVDs and guerrilla tactics in select markets. The campaign will run from now through June 2004.
The most difficult marketing challenge was staying true and credible to the target audience—young men—who are extremely sensitive to uncool marketing tools, said Barry Callen, VP and executive creative director of the Hiebing Group, Madison, WI, which handles the campaign. “Our primary target for Famous Footwear is Mom. We needed to be relevant and credible with her sons without alienating her.”
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