Converse launches the EB1

Via The Wall Street Journal:

Nike Inc. said it has entered a deal with retailer J.C. Penney Co. to sell a new line of shoes from its Converse brand, a move that will puts the maker of high-end sportswear more deeply into the budget retail market.

The shoes, basketball sneakers called EB1, will be sold exclusively at the department store for $65 starting this month. The name comes from NBA power forward Elton Brand, who plays for the Philadelphia 76ers.

LoHud.com has some more details:

The shoe is available only at J.C. Penney, for $64.99.

"My favorite shoes growing up were Jordans, but we really couldn't afford them," Brand said. "We shopped for shoes and back-to-school clothes at J.C. Penney, so when we were approached about this partnership, it was a no-brainer."

Even though J.C. Penney lacks blacktop credibility, Lawrence is certain this shoe will be a hit.

"I think it'll work," Lawrence said. "If you look at the product, that's a great shoe for the price. I see it taking off. Elton's playing on an NBA court with it, so it's a legit product that functions with the best of the shoes."

My take
First, I should be clear that I'm anything but an expert on basketball. Elton Brand seems like a smart and cool guy, and that's about all I know!

That said, the critical detail that makes me think the EB1 is a solid idea is the fact that he actually plays in NBA games with these shoes. That's the kind of credibility that turns this from a value-destroying discount brand into a smart, value-creating play that delivers quality at a low price point without compromising the brand. I wouldn't expect anything else from Nike, and hope the EB1 is a big success.