Converse All Stars
Converse
All Stars.Approach
We brought the brand back to youth and inspired them to Spark Progress. By truly understanding and redefining Converse new consumer, we have successfully repositioned Converse in a completive market. We have repurposed the brand voice and image to resonate with youth across every form of expression. We defined a narrative that revealed the true Brand Truth for Converse- that they have always served consumer that are Independent enough not to follow.
Challenge
To uncover the cultural need, we identified and defined the Converse target consumer, the Gamechanger, and established a consumer architecture to unify consumer need and attitudes across product, marketing, and geographies.
Gamechangers are driven by a new reality for young consumers: they demand meaning from the brands they align with, and they don’t just want to rebel against authority but need the tools to make progress for themselves and their communities.
Converse must deliver meaning by fueling their ability to make change. On their terms, in their world, thought product, inspiration, experiences and action.
Solution
We defined a new Brand Purpose for the company and brought it to life both internally and externally, unifying the company across product and marketing.
We created the ecosystem for a new visual language, designed the communication assets needed, and defined the right channels to bring them to life.
All Stars is NOT a tagline, an ad, or seasonal campaign. It is a behavior, a belief, and the foundation of our community.
All stars = Converse All Stars, and it aims to turn a worldwide network of young creators into an internal creative shop for the brand. Across 27 cities, the roughly 3,000 individuals—from athletes to artists—attended workshops, events, and have the ear of the brand on their ideas.
A new way to create at home. From a physical experience in Chicago and London we had to evolve due to Covid19 to a series of experiences powered by Converse and their creative community from around the world.
We created a broadcast experience and developed unique graphic system to keep the consumer engaged.
We called this creative community “The Converse All Stars. ” A program created to fuel a network of emerging leaders driving progress in their communities through sport and creativity. This community is further distilled with the Captains, an annual class of 13 All Stars who will get a year’s worth of funding for their ideas along with mentorship across Converse’s network of business leaders and cultural ambassadors such as Issa Rae and Virgil Abloh.
We collaborated and featured some of these All Stars across different campaigns and social content.
For the community, by the community
As part of new position. Converse collaborated with Tremaine Emory to create a meaningful product and inspiration collection to address social injustice .
Kamala Harris embraced Converse as her shoe of choice. Representing change We collaborated to create a movement: Chucks and Pearls .
