NORTH READING, Mass. -- Converse Inc. expressed surprise and shock that basketball superstar Earvin 'Magic' Johnson plans to untie his relationship with the sports equipment maker after the Olympics.
Johnson, in Monte Carlo with the USA Dream Team preparing for next week's Olympics in Spain, said Wednesday he is severing his association with Converse because he is unhappy with the way the company markets basketball stars.
'Converse as a company is stuck in the '60s and '70s,' Johnson said. 'I've never really been happy with them. Nike and Reebok pour money into advertising. I've been trying to get out for years.'
Boston Celtics star Larry Bird, meanwhile, denied reports he would follow Johnson's example, and said he will remain with Converse 'until the day I die.'
The company, based in North Reading, Mass., issued a statement late Wednesday expressing its disappointment at Johnson's decision.
'Magic's reported announcement from Monte Carlo came as both a surprise and shock to us, considering the tremendous support we have provided him,' said Converse President Gib Ford.
'Over the 13 years of our relationship with Magic, Converse has spent more than $35 million to support him with marketing and advertising programs, as well as creating a line of shoes and activewear under his name,' Ford said.
Converse has been associated with Johnson since 1979 and has a contract that runs through August 1994, Ford said.
Ford noted that Converse was the first of Magic's sponsors to announce its continued support of him when he announced he was HIV positive in November 1991, and five days later announced a major AIDS education and awareness public service announcement campaign entitled 'Magic's Athletes Against AIDS.'
Johnson said his complaints stem from his belief that Converse failed to take his advice and name shoes after basketball stars, as Nike did successfully by promoting the Air Jordan, named after Michael Jordan and his flying dunk shot.
'In the past 10 years, Nike and Reebok have caught Converse flatfooted as they breezed by to score top market share in basektball shoes,' Johnson said.
Bird had been quoted as saying he would probably follow Johnnson's example, but later said his comments were taken out of context.
'I will be with Converse until the day I die,' Bird said. 'I have worn Converse since high school. I have always been happy with their products, and they have always been great to me. My remarks in Monte Carlo had nothing to do with Converse and I regret any misunderstandings that may have occurred.'
Converse currently is featuring both Johnson and Bird in an Olympic television commercial with Larry Johnson of the Charlotte Hornets, all wearing specially designed Olympic basketball shoes.
Ford said Converse planned to discuss the matter with Johnson.
