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Michael Jordan and LeBron James are renowned for their significant impact on sneaker sales in the history of the NBA.
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However, preceding them was Julius “Dr. J” Erving, who was one of the initial basketball players to secure a sneaker endorsement deal. Back in the 1970s, he was a prominent figure for Converse.
Recently, a vintage commercial featuring Dr. J surfaced, showing one of his early promotions during his time with the Philadelphia 76ers.
1977 Dr. J Converse Commercial – Old Images of Philadelphia. Philly’s Number One Facebook Page!
Posted by Old Images of Philadelphia on Sunday, November 3, 2024
The advertisement featured a catchy tune to highlight the classic sneakers. It opened with the lyrics, “Hey, Dr. J, where’d you get those moves? … Are you a member of this human race?”
The ad concluded with the question, “Are you wearing magic shoes?”
A voice-over then declared, “He’s wearing Converse, the shoes of the stars.”
Dr. J was a trailblazer in the world of athletic endorsements, later joined by NBA greats such as Larry Bird, Magic Johnson, Isiah Thomas, and Patrick Ewing. At that time, it was rare for NBA players to engage in such endorsements due to limited media exposure, with most games not broadcast live but rather shown on tape delay.
The visibility of players like Bird, Johnson, and Erving eventually captured the public’s attention, setting the stage for future stars like Jordan and James, who now earn as much from off-court ventures as they do from playing on the court.
Both Jordan and James can attribute a part of their marketing success to the pioneering efforts of Erving.
Shandel Richardson is the editor of Back In The Day Hoops On SI. Contact him at [email protected]
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