By Virginia D. Hudson

The city of brotherly love showed love to thousands of attendees at this year’s annual all-star weekend. From February 8-10th basketball fans, celebrities and NBA basketball players converged on Philadelphia filling restaurants and clubs throughout the historic city.

While the main premise was to watch the game, it wasn’t difficult to notice the assortment of parties from major companies like, Nike and Converse.

This year’s all-star weekend also marked basketball legend, Julius “Dr. J” Irving’s return to his Philadelphia 76er roots. It was a coming out moment of sorts – to re-introduce the public to Converse, the sneaker that became synonymous with Irving.

The new re-emerged Converse (in stores now) used some of the same old magic, but with a mix of millennium attitude to launch the brand and a new marketing campaign called, shine.

“It’s about being in the zone,” says Jack Boys, CEO of Converse. “It’s about not giving up; it’s about the self-determination and belief in one’s self that help you get around any obstacles you encounter.”

There were no MJ or Allen Iverson sightings, but there were several hundred members of the press along with Irving at Circa, an upscale spot on Restaurant Row in downtown Philadelphia to usher in the resurrected Converse brand. Feet tapped, heads bobbed and bodies shook as deejay Biz Markie spun a mix of neo-soul, hip-hop and old school tunes.

Equally impressive was an appearance by neo-soul and Grammy-nominated singer India.Arie. Arie along with her band performed three songs off of her hit album, Acoustic Soul, to an appreciative crowd. “I just love her sound,” said an attendee. The stylist didn’t miss a beat. To show her gratitude and in keeping with her love and peace mantra, she handed out flowers to the audience. M

March 2002