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BOSTON – “Shine” is the new positioning that will grace an upcoming effort to reintroduce athletic footwear and apparel company Converse to consumers 12-22 years old.
The positioning will be formally “unveiled” by the company on Friday at a press conference at the Circa restaurant in Philadelphia.
A print campaign using the “Shine” theme, crafted by Boston’s Modernista!, will break in late-winter issues of mainstream and sports magazines. Spending is estimated at $5-10 million initially. Modernista! referred questions to Converse marketing and communications director Cheryl McCants, who declined to disclose the specific content of upcoming ads.
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