CONVERSE RESTRUCTURES
By Adnews Staff
Converse will be selling fewer types of shoes next year so it can put more effort into its most profitable products. By May the U.S.-based company will have cut in half the number of lines its now sells. It is getting rid of walking, running, outdoor and tennis shoes. It will focus on basketball, cross-training, children's and athletic-leisure products. Converse's senior marketing director in Canada, Martin Sharp, explained to Adnews this week that Converse is now spreading itself too thin. In such a competitive market, Converse could not hold on to a significant share in so many categories. Tribco Communications of Toronto handles advertising for Converse in Canada. Most of the advertising that Tribco places is localized material originally created by Houston Effler Herstek Favat of Boston.