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Converse creates JCP signature product line for Elton Brand

Nov '08
Converse announced a long-term, strategic partnership with professional basketball star Elton Brand to create signature performance basketball footwear available exclusively at JCPenney locations nationwide and online at 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,” said Geoff Cottrill, chief marketing officer for Converse. “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.”

Converse's Elton Brand line will launch with the EB1, a signature performance basketball shoe Brand will debut for the 2008-09 basketball season. The EB1 will retail for $65 and is available exclusively at JCPenney as of Nov. 1, 2008. The shoe will roll out in additional colorways through spring 2009.

"I am excited to begin a partnership with one of the premier performance basketball shoe companies in the world,” said Elton Brand. “Converse represents both tradition, originality, and is in position to change the game in performance basketball footwear. The EB1 is a durable, but fast and versatile performance shoe, which is perfect for my style of play. With the EB1 sold nationwide at JCPenney, kids can have a cool, affordable shoe that looks fly when they wear it to school, and then they can get on the court and put in some work.”

The EB1 is designed for players who specialize in using their quickness, agility and versatility on the court. The shoe features a sleek midfoot strap for lockdown, with a ventilated upper to enhance breathability and a molded sockliner to provide comfort. The shoe is constructed of durable leathers to sustain the wear from Brand's gritty style of play. Brand's “EB” logo, which features his initials and the letter “D” that pays homage to his mother Daisy and his Dunbar Heights neighborhood near Peekskill, NY, is embossed on the midfoot strap.


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