To energize Converse’s Jack Purcell brand among retailers and consumers, a lifestyle repositioning included the development of The Smiler, a newspaper-style promotion bringing to life the legend of one of the greatest badminton champions of all time, as well as a master plan for a brand collaboration with J.Crew.
The work included
First introduced in 1908, Converse is the original American sneaker, coveted by kids, hipsters, ballers, fashionistas and rock ’n’ roll royalty alike. Now part of the Nike family, Converse, and its iconic Chuck Taylor shoe have enjoyed a consumer, public and business resurgence in recent years. We partnered with Converse to help reframe and re-express its brand around originality, self-expression, and rebellion.
The creative direction defined the look and feel for (CONVERSE)RED materials and marketing, one of the first translations of the (PRODUCT)RED activist marketing partnership. The initial ad, featuring hip-hop artist/actor Common, launched a wave of marketing in support of (CONVERSE)RED merchandise.