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00:00I grew up a mile from Yankee Stadium New York at that time there was so much energy in the air it
00:16was bold and that city was so full of chaos and you never knew what was going to happen I loved
00:23it it was so dangerous I think that formed a lot in me the way I think that it's okay to do something
00:31that not everybody's gonna like deacons my name and bowling's my game I went to school of visual
00:41arts right after high school because I honestly didn't know what I wanted to do so I started
00:50taking advertising classes my two professors Bill Urban and Chuck Schroeder they did the Miller light
00:58campaign it was taste great less filling there's all these athletes having fights over it they were
01:04big movers in the business at the time that campaign was so funny and so cultural so they're looking at
01:15all of us like who am I gonna hire when I first got out of art school my first job was launching
01:22Diet Coke ladies and gentlemen welcome to the world premiere of a great new soft drink the world
01:28premiere of diet coke I think people love when there's corporate rivalries like coke versus
01:41pepsi there's nothing like a really awesome enemy to make you better and that was a lot of fun because
01:50it forces you to choose and it gets a ton of awareness one of my bosses in New York moved up to Boston he
02:03said hey I need a madman up here to shake this place up so I moved to Boston and it was there where he
02:12hired me that they had the converse account the converse weapon that's the shoe let magic do what
02:19he was born to do it may be so they let it out I started nudging my way into converse and I started
02:30speaking out speaking out this work is for like suburban white people you already know what you did
02:37for me I didn't know all the way why does everyone think so safe in this place look what Nike is doing
02:48man we gotta up the level here we gotta up the boldness mr director we need a new script because
02:55we're getting I'll be tired of doing that converse needed a kick in the butt as far as an image I was
03:07kind of the fly in the ointment in Boston I think converse at that time knew we have to do something
03:14that's going to shake things loose
03:16so
03:18so
03:19so
03:23you
03:28you
03:29you
03:30you
03:32you
03:34you
03:36you
03:38you
03:41at a recent members-only autograph session held at the international center for photography
03:55we caught up with annie leibovitz annie's portraits like this one of dolly parton and
04:01arnold schwarzenegger are some of the most famous magazine pictures ever published
04:06annie leibovitz was this amazing portrait shooter she made celebrities look so heroic
04:17ella fitzgerald was a jazz singer from the 40s 50s soul blues singer and as she got to be a very
04:30old lady annie leibovitz took a photo of her in what i would call her sunday best
04:36and she's got her cat framed glasses with the points she had a pillbox hat it's a look that
04:44will always be a classic and i use that as the reference this is what we're going to do larry
04:50i showed the art department the wardrobe people and then i started picking out patterns to make
04:57a dress like that for a six foot five man
05:00what was really interesting about this is that larry johnson actually had a very humorous personality
05:12luckily there's a lot of players who could not have pulled it off because it could have been a
05:18disaster if you put larry bird in a dress man oh no there's never been a grandma mom in my community
05:25in our family nobody called it i'm like grandma mom there's a such thing as big mamas in our family
05:32i've never heard of grandmama i understood the young boys they wanted to do something other than
05:38going and dunking going and dunking they want to do some eye catching or whatever so i understood that
05:44his kind of jovial fun personality matched with being able to have fun with yourself
05:52and have it come off that way he's funny as hell he was like a big kid he used to take us out at night
06:00we'd go to bars and hang out he introduced us to all his friends a lot of the other people they're
06:05all like you got 10 minutes tell me what i'm gonna do and then i gotta get in a in the car and go
06:10larry was just like what are we gonna do tonight let's go out and i love that
06:15before the commercial came out the commercial was gonna come out like that weekend
06:20and usa today got a picture of me in the uh front of the sports section picture of me in the grandma
06:26mom uniform so that hit the paper first i'm from the south i call texas the south i'm texas i'm you
06:33know i'm a country boy you know you take a young black male and put him on a dress you get those
06:38there's talk-ins and this and that i was never afraid of that uh gave gave a hoot about that
06:45once it took off i didn't care at all these are my new shoes from converse they're so light so fast
06:51my grandma mark can whoop you in them grandma mom let's go it was hard not to love grandma mom
06:59it was so different it was so fantastical and unexpected and light-hearted i give the chairman
07:08of converse a ton of credit you can't beat what you can't catch he really trusted me and the rest
07:15of the team to do things completely differently than they had ever done before being a young boy
07:23coming to the nba converse commercial converse ad nike didn't think i was gonna be a good pro so
07:28it was immediately let's go i ended up signing with the charlotte hornet the night before the
07:35first regular season game no preseason games i had no preseason practices didn't even know the team
07:41or nothing got on the private plane that night flew to boston we went in the locker room first and
07:46uh coach they looked straight at me he said you know what i'm starting you tonight i say huh and he
07:53put up a couple plays this is where we gonna run most of the time but yeah you starting the night
07:57no practice is no dud and i started the first game and guard larry bird you know one-on-one
08:03duel larry put it on me and he had like 25 26 they won the game
08:10about that first month i was just getting my feet wet like it was a month later we played boston
08:18in charlotte so the first game we saw these guys i didn't do as well second time we saw these guys
08:25i was the best player on the court
08:27larry was having back problems at the time he would lay down on the floor beside the bench
08:36third quarter i'm just toasty he went lay down on the floor and didn't come back in the game
08:43we won the game and i had like 35 points 15 rebounds that's when i knew i had arrived
08:49the first west coast trip we played seattle and i had like 25 30 points i won the game on the last
08:57second shot once my confidence got there like i said after a month of playing everybody playing
09:04i knew what i could and couldn't do i took off we won four out of the five games
09:10i had the 25 26 on the west coast trip i end up being in a dunk contest in the all-star game
09:19dale carol was in the three-point shooting contest so steph was in his lap
09:23they was there and i went over to dale a couple times after i met him like dale what you think what
09:28you think man i've seen you make that dunk try keep going you can make it you can make it
09:31for most of the season dikembe matombo was a front runner for rookie of the year
09:38until i started averaging like 22 and 12
09:41and then right at the end of the season they were like man a rookie of the year
09:45first of all i'd like to thank coca-cola for presenting me with this very prestigious award
09:53and i'd like to thank nba for letting me play and i'd like to thank my teammates and my coaches
09:59for making this all possible thank you larry johnson nice trophy nice threads grandma ma would
10:03be proud there you have it larry johnson that year espn launched the espy awards and it was sponsored
10:10by reebok there they had a category of best sports ad i remember watching it because i knew that we had
10:17entered it and on the espn broadcast it was like the best of it and the show cut off wait a minute
10:25what the fuck the show ended but we found out that we won i think reebok's like he had no way
10:31are you showing that converse ad
10:33bad news neek's got new shoes he's got custom fit and support on top flip a switch he's got it below
10:44two it's the new reebok double pump now get back up the real sort of start for reebok in basketball
10:52was the pump technology nike had launched air in 1987 but they didn't have a version that had
10:58a pump as well so in 1991 sort of as a real follow-up to the pump nike launched the command force
11:04david robinson on the spurs was the lead for that shoe first you tie them up mr robinson likes double
11:11knots for a really snug fit then mr robinson likes reebok now paints it as well that just showed that
11:19nike were afraid of us reebok had really cut a swath in that sneaker industry the little engine that
11:27could sort of just were surprising everybody grabbing all these athletes and even get to have a contract for
11:34the olympics with a dream team
11:36the dream team was really the first of its kind collection of not only the biggest basketball
11:45stars in the world but in a lot of ways the biggest sporting stars this was the first olympics that usa
11:51basketball could send their pros so it was the marketer's dream you had all the brands activating
11:57in barcelona on a global stage and there was a carve out within the uniform deal where champion
12:03actually produced and manufactured the game uniforms but reebok was able to secure the rights
12:09just for the warm-ups just the warm-up jacket alone this was a team that did not have a reebok
12:15athlete you had magic johnson with converse larry bird was converse as well but really the stars of
12:21the team were all nike well that was a roster of hall of famers it was ridiculous the kind of star power
12:32that team had of course the tough part for reebok was even though they got the contract the americans
12:40won gold those nba players went to great lengths in the gold medal ceremony to hide the reebok logo
12:48jordan being the king of nike had draped the american flag over his shoulder to conceal the reebok logo
12:57that had to be a big marketing blow for reebok here the greatest collection of players and you could
13:04not see jordan wearing reebok there had never been a superstar in basketball that blended the perfect storm
13:12of the growth of the game the global stage coming off of 1992 in barcelona he really laid the foundation
13:19of the signature shoot formula as we know it this was also a time in the early 90s where sneaker deals
13:27themselves had sort of taken on a new life jordan had sort of set the stage for the next superstar to
13:33get to the next level you had a guy named shaquille o'neal at lsu who was coming in and clearly was
13:45going to be the top guy for somebody with the first pick in the 1992 nba draft the orlando magic selects
13:54shaquille o'neal from louisiana state university i think for reebok to even be in the discussion about
14:01shaq i mean you needed a couple things you obviously needed a budget you also needed a way
14:05to define your basketball program wow this guy's mix of personality and talent is someone you could
14:12tie a whole brand to shaq was going to be reebok's jordan fast work don't break the funk on a nasty dunk
14:20id you're early but i'm ready then prove it
14:25it's interesting because i think in many ways reebok they had signed dominique wilkins they had
14:32d brown but nobody that was coming in day one with the personality and desire to be the star that shaq was
14:39so this notion that the shoe itself could make you a better athlete
14:47was something everyone was driving and so nike had air reebok had the pump we had nothing
14:55so on the drawing board he actually came up with react juice and launched that with larry johnson and
15:03the grandmama ads converse introduces two new shoes with the react juice made for a new breed of players
15:09converse was so happy they started to see a lot of excitement
15:14and then we just started seeing references all the time that was a grandma mom move right there
15:21with announcers in basketball all of a sudden converse they called us and they're like are you
15:28guys cool because we're cool family matters wants to feature larry johnson we're like hell yeah
15:35what's family matters tv show yeah i didn't really know what family matters was
15:48hey don't go dissing my partner she deserves to be treated like a lady lady
15:58i should have worn my sports bra
16:00that actually pushed it over the top and more importantly congress was back in the press
16:10started to see it first in culture and then a pickup in their sales in their business
16:16everybody was writing about grandmama everybody's doing tv segments about grandmama it was constantly
16:23larry larry larry larry everybody uh relates to the grandmama commercial how long did it take to put
16:30that wig on
16:33we were all in on the joke that's the breeze of what converse was doing it was the exact alter ego of
16:40what larry johnson actually was so you take that persona and you bring it to the nba and the relationship
16:48between larry johnson and mugsy bones was bonded from the day they got on the same court
16:54that team loved each other but the fans also loved them too
16:59there was a reason that they led the nba in attendance for years
17:05it was great because the core was young guys that people knew from college so we all had you know
17:12our different characters because you had the shortest guy up playing the nba mugsy out of college you had
17:18dale care a great shooter from virginia tech then you had kendall gills from illinois then you had myself
17:25it was exciting to watch we was in north carolina which is a basketball state
17:30we wasn't on the radar about to win a championship but you know we was winning what 35 40 games a year
17:36the next year here come alonzo so now we had finished six and seventh in the conference so
17:43we thought we was building something we thought it was on the up
17:52whoever charlotte had doing their jerseys or our uniform did a great job because that teal jacket took
17:58off i think my first and second year larry johnson number two teal jersey was the number one seven jersey in nba
18:06this guy reminds me so much of magic johnson when he walks into a room or into this building
18:10it lights up it's a special thing god give us thank you i forget that i i i think so because
18:16it's not nothing that i'm trying it's trying to be myself yeah yeah you're trying to be yourself
18:21grandma mom well her too her too how about that i only signed a three-year deal and here i am rookie
18:28of the year the next year all-star team so now this deal about to come up
18:31charlotte going no no we're not gonna lose our number one pick
18:38charlotte signs larry johnson a 12-year contract extension was reported 84 million dollars that's
18:44a lot of money for a grandmama or anybody else for that matter the contract in fact is the highest ever
18:49in team sports johnson becomes the highest paid player in the nba once i got that 84 million dollar
18:54contract it was like seven eight million dollars a year which is a lot of money from a country boy coming
18:59from dallas texas you know okay and now she got new shoes from converse with the react juice the
19:11shoes were selling incredibly well there was a lot of demand the buyers from the foot lockers of the
19:17world were all over us to make more shoes who wants to get a game kevin have you met my grandmama
19:29we launched for kevin johnson a new kind of basketball shoe and it was a mix of a running
19:36shoe and a basketball shoe and we merged those two profiles the shoes were really incredible
19:43and those shoes went off the shelf so fast we had kevin johnson who's going to take on grandmama
19:53this was a challenge that was i think the commercial where we had grandmama in the beauty salon
20:00she was getting her hair done and kevin broke through the door grandma ma one-on-one me and you
20:07uh-oh looks like i'm gonna need a rain check on my bikini wax louise looks like i have to put off
20:14my bikini wax who says that in an nba commercial take your time remember they can't see you wait it's
20:26her she stole the ball i'm sure of it that's it ladies all of us who were doing it looked upon that
20:33as a major honor to be able to have a client stretch so far on a bold idea and when clients
20:41do that in my business you work extra hard for them because you don't want to let them down you
20:47don't want to get them into a position where they made the wrong choice so it made us all everyone who
20:53was on it focused more on how do we make this grandma thing great and who gets the credit some
20:59mother named goose check you out yo converse of course and that new reaction sneakers at the time
21:08had become an emerging fashion industry prior to this time sneakers were to play sports they had
21:16migrated into the land of fashion and status and it became really clear after market research that
21:24converse actually owned two brands the first brand was cons it was the performance athletic brand
21:33the chuck taylors was a completely different brand the complete opposite of the performance basketball
21:42culture which really was much more growth in the inner city marketplace the chuck taylors were considered
21:49incredibly cool among the alternative grunge youth marketplace we are the mighty mighty boston's from
21:57boston massachusetts we were able to put together a campaign that made converse cool again and so we had
22:06to separate the brands which had never been done before and it meant each of them had to have their own
22:12marketing and advertising the second we had one bad ad grandmama would have been over but grandmama had
22:20legs only because they kept innovating and upping the ante and making it unexpected and building on
22:26production value now watch this now watch this i told y'all stay out of the lane when granny's driving
22:34the real special thing i found out from african-american employees that said to me it's like you know the
22:43most special thing about grandma to me was my grandmother actually raised me it was a cultural
22:51thing that they were raised by their grandmothers i really wish that i had that insight back then and knew
22:57that but in some ways i'm glad we didn't and i'm glad that that was a product of it then they snatched the
23:03fall ago and brought it home to grandmama is that true grandmama it will be child it will be once
23:12they got the opportunity to be on a super bowl being that tall i was happy they did a grandma
23:17ma commercial because grandma ma back then was almost bigger than larry johnson welcome to three
23:23point land three point land i'm a power player i gotta get home to the low post you'll need these
23:32their magical shoes from converse with react juice they'll take you anywhere you want to go no one
23:37will be able to stop you as far as in the entertainment world grandma ma was taking off
23:42my agent called me one day and was like mike was doing a movie called space channel
23:54i think grandma mark definitely has something to do with me getting on space channel
23:58maybe they wanted somebody that can have for you guys we suck yeah man my grandmother played better
24:07at least you guys are still tall i'm nothing just another short guy you got that everybody in the
24:12world knew who michael was he captured the imagination of even the casual fan i don't think the nba has
24:19ever seen anything like it you couldn't imagine that today a guy in his prime like that who owned
24:26the sport just up and leave it was kind of a shock everyone knows exactly what the circumstances are
24:34right now in terms of my decision not to play the game of basketball when i lose the sense of motivation
24:42and the sense of to prove something as a basketball player it's time for me to move away from the game
24:48of basketball i remember watching the press conference the retirement press conference on
24:53television like a lot of people did and we had gotten the assignment to come up with what nike was
24:59going to do for the super bowl that year and we were all sort of wondering you know how this is going to
25:03play out security now and he literally walks away from the game that made him the most famous face
25:10in all of north america and i dare say europe uh muhammad ali impact personality of uh this decade for sure
25:23the brief was always for sure bowl just like be the coolest commercial on the super bowl there wasn't
25:28really a hard and fast directional brief yeah jordan had retired but it was not in our heads that we
25:35would make the two-roll commercial about that they had this campaign called the barclay talk show
25:44the barclay top star was funny and cool and kind of like avant-garde but off set
25:49barclay was just talking to people but clearly talking so that everybody on the soundstage could hear him
25:55and i remember going to the soundstage and sitting in the soundstage with my partner david helm his
26:02name is jelly was sort of like fascinating for jelly and i to sit and watch this and then we're
26:09intimidated because we're two young kids we have to go and pitch him the barclay commercial on the
26:13super bowl first we pitched charles barclay's super bowl party everybody has super bowl parties let's
26:22have barkley have his super bowl party have all the greatest nike athletes come to the party we
26:27got halfway to it then he goes hold on a second hold on he picks up his phone he calls jordan and he
26:33goes yeah mike i'm in here these guys are pitching me your super bowl commercial since you retired they
26:38want me to do it yeah but i don't have to i'm retired and he's laughing he goes man you need to get
26:43back i'm sick and tired of doing all your work for you he hangs up and we go look we did not create
26:49this for michael jordan we created it for you and i don't think he really liked it i don't think he
26:53really saw the benefit we still had to do the super bowl commercial so we put in our back pocket
26:59this hanging out with barkley kind of vibe and we all of a sudden thought well maybe we should do
27:04something with jordan and we come up with the johnny kilroy commercial is kilroy jordan i don't want to
27:13answer any questions about kilroy what are you afraid of coach jackson this december 20th a routine
27:20game bulls versus hornets the only recorded evidence of this game is a fan's home video
27:25the popcorn tape on this night an unknown player johnny kilroy scores 79 points in only one quarter of play
27:33johnny kilroy or a cleverly disguised michael jordan alonzo take us back to that strange we had pictures and
27:41film clips and eight millimeter film of these people that jordan was pretending to be so that
27:48he could just get back to basketball you can't blame the man the man just want to play the game
27:55he had gotten so tired of the hype and so tired of the media that he wanted to find a place that he
27:59could play and really just have fun i think mike is doing this just so he can get away from the
28:04insanity pro basketball the hype pressure the media the rest the commercial maybe mike's doing this
28:14because he just wants to be a player again the johnny kilroy commercial it only aired once on the
28:20super bowl and it was a way sort of to deal with the idea of his retirement 10 years in you're gone
28:28that's it it's done and just as the nba was panicking as a league of what are we gonna do
28:34that michael's not here nike was panicking as well having that gap with michael jordan's presence
28:41not going to be there open the gate for other sneaky companies that couldn't break through
28:46then be like okay this is our change
29:16so
29:22you
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