Converse Gets Its Groove On

There is no doubt that many fans associate the classic Converse Chuck Taylor with heritage rock acts such as The Ramones. But a new song commissioned by the company from three contemporary performers proves once again that the 100-year-old footwear brand is keeping up with the times.

Converse pulled together N.E.R.D.’s Pharrell Williams, The Strokes’ front man Julian Casablancas and indie electronic up-and-comer Santogold, whose debut album was just released in May, to produce a song called “My Drive Thru.”

The tune is currently available for free download at Converse.com, and will be pushed through print, online and outdoor “Three Artists, One Song” executions. The ads feature all three artists, as well as a smattering of emerging artists, including Deerhunter’s Bradford Cox and The Fiery Furnaces’ Eleanor Friedberger. They are an extension of the “Connectivity” campaign the brand launched in February.

“Converse has been embraced by an amazingly diverse group of musicians and artists over the years,” said Geoff Cottrill, CMO at Converse, a Nike subsidiary based in North Andover, Mass., in a statement. “As we celebrate the brand’s first century, we thought it would be fun to bring together Pharrell, Santogold and Julian to create new music together that bridges the styles they are known for. The results are everything we hoped for and we’re excited to add ‘My Drive Thru’ into the mix of music that fans will listen to this summer. We are also providing a platform for a number of emerging artists from around the world. The music industry is changing and this partnership is about the music and sharing it with fans for free.”

The three artists also worked on a music video for “My Drive Thru,” which will be released later this summer.