Nov. 12 (Bloomberg) -- The e-mail arrived first thing
Monday morning. Converse, which is owned by Nike Inc., added
another jock -- this time Elton Brand of the Philadelphia 76ers
-- to its portfolio of endorsers.
Converse says it valued Brand for more than just his on-
court abilities. Off-court sensibilities mattered, too.
``His work ethic, leadership, consistency and commitment to
the community make him a great addition,'' said Geoff Cottrill,
chief marketing officer for Converse.
Those qualities are, in a post-election world, suddenly
fashionable.
This watershed moment is an opportunity for Nike, which has
already produced one global hoops icon, to perhaps sign its most
meaningful endorsement contract yet. This weekend warrior would
be more influential than Michael Jordan, who, funny enough,
remained apolitical for fear of alienating potential customers.
This was supposed to be the election when hidden racism would rear its
head. There was much talk of a “Bradley effect,” in which white voters
would say one thing to pollsters and do another in the privacy of the
booth; of a backlash in which the working-class whites whom Senator Barack Obama had labeled “bitter” would take their bitterness out on him.
But lost in all that anguished commentary, experts say, was an
important recent finding from the study of prejudice: that mutual trust
between members of different races can catch on just as quickly, and
spread just as fast, as suspicion.
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