Converse Signs 76er to Shoe Deal

NEW YORK — Converse is adding to its signature performance roster.

The North Andover, Mass.-based brand, a division of Beaverton, Ore.-based Nike Inc., announced Monday it had signed Philadelphia 76ers star Elton Brand to a long-term deal to produce basketball footwear for JCPenney. Converse currently creates shoes for the Miami Heat’s Dwyane Wade.

Brand’s first signature sure, the EB1, debuted at retail on the first of the month. Featuring a mid-foot strap embossed with his EB logo, a ventilated leather upper and molded sockliner, the $65 shoe will carryover into spring with new colorways. The shoes will be available exclusively at JCPenney and Jcp.com.

“Elton has proven himself to be a tremendous force on the basketball court. His work ethic, leadership, consistency and commitment to the community make him a great addition to the Converse basketball roster,” Geoff Cottrill, chief marketing officer for Converse, said in a statement. “As a leading Converse retail location and a place where Elton shopped with his mom growing up, JCPenney makes this partnership a perfect fit to sell his signature footwear line.”

“I am excited to begin a partnership with one of the premier performance basketball shoe companies in the world,” Brand said in the same statement. “Converse represents both tradition, originality, and is in position to change the game in performance basketball footwear.”

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