Becoming UnDone EP99: THE MAKING (and re-making) OF LARRY JOHNSON PART 8: GRANDMAMA with Former Converse Executive Roger Morningstar
About the Guest:
Roger Morningstar is a former Kansas Jayhawk standout and converse executive. He averaged 23 points per game at Dundee High School, was an NJCAA All-American at Olney College, and won two consecutive Big Eight titles with the Kansas Jayhawks. Roger was drafted by the Boston Celtics and had a stint in Europe before joining converse, where he played a critical role in sports marketing and athlete endorsements, including the notable Grandmama campaign with NBA star Larry Johnson.
Episode Summary:
Welcome to the next-to-last episode of the "Making and Remaking of Larry Johnson" series. Host Toby Brooks delves into the fascinating journey of NBA star Larry Johnson and his storied partnership with Converse, which brought the iconic Grandmama campaign to life. This deep dive begins with a nostalgic look at brand loyalties and the cultural significance of athletic footwear during the late '80s and early '90s, setting the stage for an exploration of Larry Johnson's impactful endorsement career.
This episode also features an insightful interview with Roger Morningstar, a former Kansas Jayhawk standout who later became an executive at converse. Roger shares his experiences and stories from his career, shedding light on how Converse landed Larry Johnson amid a competitive market dominated by Nike. He talks about the creative process behind the Grandmama campaign, addressing its legacy and controversial interpretations. This episode not only revisits pivotal moments in sports marketing history but also highlights the enduring appeal and relatable persona of Larry Johnson, making it a rich narrative for fans and marketers alike.
Key Takeaways:
- Nike's Missed Opportunity: Larry Johnson was initially interested in signing with Nike, but they declined, believing he wouldn't have a successful pro career due to his height. This opened the door for Converse to step in.
- Creative Marketing: The notable Grandmama campaign, despite initial skepticism, became an iconic marketing success that showcased Larry Johnson's personality and relatability.
- Cultural Impact: The clever and humorous nature of the Grandmama campaign left a lasting impression on fans and is still remembered fondly decades later.
- Controversy and Criticism: Some modern critics view the campaign as an instance of "buck breaking," but insiders like Roger Morningstar emphasize the fun and lighthearted intent behind it.
- Legacy of Relationships: Roger Morningstar highlights the enduring relationships formed during his career, including his ongoing connection with Larry Johnson, signifying the deeper personal impacts beyond mere professional achievements.
Notable Quotes:
- "They said they weren’t going to sign me. Nike flat out told me they didn’t think I would have a good pro career because of my height." – Larry Johnson
- "They came up with this Grandmama thing… it was, if you have a little sense of humor, it was pretty cool." – Roger Morningstar
- "Larry Johnson is going to become Grandmama, and she’s just going to dunk on people and jump over people and do all this crazy stuff." – Roger Morningstar
- "We just
Reach out to Becoming UnDone! Text Toby here!
Becoming Undone is a NiTROHype Creative production. Written and produced by me, Toby Brooks. If you or someone you know has a story of resilience and victory to share for Becoming Undone, contact me at undonepodcast.com. Follow the show on Facebook, Instagram, and LinkedIn at becomingundonepod and follow me at TobyJBrooks. Listen, subscribe, and leave us a review Apple Podcasts, Spotify, or wherever you get your podcasts.