“The Fish That Saved Pittsburgh.†Chuck Taylors. Dr. J. When I think of the Converse brand, all those iconic images from my childhood dribble up and down the court in my mind. According to the company’s history, it was one of the first brands that embraced basketball as well as actively courted its largely African American fan base. That early brand licensing strategy arguably paved the way for the historic athletic endorsement deals we are so familiar with today. Throughout the years, the brand has evolved and now touches all of the “Unique Ones.†“The Individuals.†Currently, Converse is one of the few brands that can seamlessly adorn the feet of an 8-year-old, a rocked-out band leader, and, yes, the first lady—all on the same day!
When I recently spoke with Rodney Pratt, the new vice president, general counsel, and corporate secretary at Converse, it’s apparent that he too shares an appreciation and affinity for the history of the brand and its commitment to its customers. Pratt was assistant general counsel with Nike since 2011 before he received his current position with Converse in July of this year. At the ripe old age of 38, he has learned a great deal about brand management and corporate governance. In this interview, Pratt shares his career journey and sage advice for the small business owner from the board room of the legendary brand.
BlackEnterprise.com: How did you first come to get your position with the Nike/Converse family?
Rodney Pratt: I’ve always been attracted to Nike and Converse growing up. They were two of the brands that I identified with most as a young kid. I got to a point professionally where I wanted to practice law in a setting that would inspire me and where I could share something with my children. It’s hard to do that in a law firm. I’ve always tried to be focused on working with innovators. And Nike is definitely at the top of the industry when it comes to innovation. Not just in products but in its approach to the business. And Converse is also innovative, but in a different way from Nike. Converse’s innovation is all about creativity.
It’s thrilling, especially at this stage in my career, to work in such a company that places a premium on independent thought and unleashing ideas that will change the world. [Finally] prior to joining Nike, I focused on getting fit and started high intensity fitness training, so I was naturally drawn to work with Nike because of that passion. And that’s what got me started in the footwear industry and paved my way to my journey to Converse.
What do you think is behind the power and longevity of the Converse brand?
I think the power and longevity of the brand can be attributed to its commitment to unleashing the creative spirit of its consumers. The brand is extremely focused on the wants and needs of the consumer, and there aren’t too many brands out there, with the exception of Nike, that takes that same approach. We obsess over our consumers and generally believe in giving back to our consumers, and I think that’s why the brand’s been so successful.
My focus at Black Enterprise is on small businesses and finding unique stories about growth strategies for our readers. What are some of the best growth strategies that you can give young businesses or small businesses on strengthening their brand?
I started my
career as a legal fellow at George Washington Law School of Small Business [Clinic], so I can appreciate that question. One thing I’ve learned from Converse is every strong brand is about having a clear vision, a mission statement, and focus. New businesses should definitely take the time and energy to identify their mission statement and use that to guide them to form their strategy. I think a mistake that many companies make is trying to develop a “win now†strategy when they need to focus on developing a “win from now on†strategy, and that perspective enables you to look not just at the short term but also the long term on how you develop a brand.Find out more on entrepreneurship tips on the next page …
As a small business owner myself, sometimes I have a mission statement but execution or implementation is a challenge. What are some things you feel your brand does well in terms of executing mission statements?
I think we are focused at all times on our consumers and on the mission of the company. We try to align our business strategies with our organizational talent and make sure we have the right people in the right places at the right times to deliver on our mission. Therefore, we can always stay connected and tethered to our consumer. If you lose focus on your consumers, or if you don’t invest enough time and energy in your organizational talent, you may not be able to achieve your corporate mission. That’s where many companies, especially smaller businesses, may have trouble because they have limited resources and they focus on the business — Â they may not be focused on the talent that’s needed to achieve their mission.
With that in mind, do you have any creative recommendations for small companies or tips for hiring great talent?
I would say hire people that have a passion for your business and for what they’re doing. And don’t hire people that are just looking for a paycheck. Try to find the right balance, but passion will help when you don’t have the necessary resources, because without that passion, even with some of the best talent, you may not be successful.
Do you believe that as a person of color you bring a unique perspective to the boardroom, and, if so, how does that perspective enhance your company and your brand?
Great question and absolutely I do bring a unique perspective being an African American male. I think part of [it is] being comfortable with who you are and being able to express who you are, and to use your life experience and the challenges and successes and being open to sharing in a good and constructive manner in an appropriate setting. I truly feel valued here at Converse, especially because they’re all about unleashing the creative spirit. One of our values is “Together We Are
Different†and by that, we mean we are definitely unique in what we bring to the table, what we want to enhance, and that we embrace each other’s uniqueness and at the same time harness our individual perspectives and creativity in a way that can benefit the larger organization.
I definitely agree. When I think of Converse, now I think of our first lady, Michelle Obama, in her garden wearing her Converses. It seems that the brand can go from anyone — from our children to the White House. How do you feel about that?
We feel great! We believe everyone is young at heart. We are definitely focused on youthful energy however it shows up —whether it’s in the 13-year-old, the 17-year-old, or a 38-year-old lawyer like me. We all are young at heart and Converse allows us to establish that identity in a creative way through our products.
The issue of work/life balance is a hot topic today. With such a demanding position, how do you maintain work/life balance?
Great question. First and foremost, my family is my priority. And I’m very fortunate that the team at Converse is so supportive of work/life balance. It’s hard to build a company focused around unleashing creativity and you don’t give your employees the time to explore and enjoy their passions outside of the office. Our CEO really is team oriented, and he’s done a tremendous job of instilling that throughout the company. So it’s easy to find work/life balance when you are part of a strong team.
Nicole Cober, Esq. is a partner at Cober Johnson, a law firm focusing on trademarks, brand licensing, and small biz consulting. She is a former small biz owner of the award winning chain, Soul…Day Spa and Salon. She is also a legal consultant for Washington D.C.’s NewsChannel 8 and author of the soon-to-be released book: “CEO of My Soul: The Dos and Don’ts of Small Biz.†Follow her on Twitter @CoberJohnson and like her on FB @CoberJohnson. Visit her website at www.coberjohnson.com.