Millennials famously crave deeper, meaningful involvement with the world around them—and they often view athletic footwear, apparel and gear as a means of strengthening that connection and enhancing their personal growth.
If you're afraid of heights, Converse's new mobile game is not for you. A new ad for the footwear brand features climbers Vadim Makhorov and Vitaliy Raskalov, who've made headlines in recent years for the videos and photographs they've shot from the top of some of the tallest buildings in the world, like Shanghai Tower. To promote the Chuck Taylor All Star II line, they've scaled Moscow's Mercury City Tower, an 1,112-foot structure, and turned the trip into an interactive mobile game. Players can follow cues to drag, scroll and press on screens to get a first-person view of the ascent—framed as an escapade—and ultimately see stunning views of the city below.
Converse is out with a three-minute bit of artistic voyeurism ... and it's great. Titled "Lovesick: Converse Couples," the commercial puts split-screen to exceptional use, telling the stories of dancers, drag queens, graffiti artists, musicians and stylists, and their relationships with people who share their respective crafts. It's sweet, charmingly gritty, and sprinkled with down-to-earth humor. One lover expresses gratitude that his girlfriend didn't smack him the first time he kissed her; another laments a moment when she realized she couldn't be a brat to her boyfriend because they were at work, and a third admits his counterpart makes him laugh "all the time … every Tuesday." The clip is also interactive, letting viewers slide a divider to move between the two frames, revealing additional footage and alternate perspectives on the participants' body language (at times refreshingly, making it less mushy and more casual)—with some shots staged to splice together later, as if the two parties were conversing.
Specs Who From left: Partner Sam Ewen and partners and co-founders Jeffrey Hatfield and Peter Brown What Digital creative agency Where New York, Portland, Los Angeles
Converse's Chuck Taylor II All-Stars debut with a bang, literally, in the Nike brand's "Ready for More" campaign touting its highly anticipated line extension.
Converse gives its product line a fresh kick today, as the Nike brand unveils a new version of its iconic rubber-toed, canvas Chuck Taylor sneaker.
For filmmaker Doug Ellin, who is as passionate about cars as he is movies, it was love at first sight.
When Nike plunked down $305 million for a slightly down-at-the-heel Converse in 2003, it tasked David Maddocks with getting the brand back in the running. (He did, helping to increase sales sixfold.) And so two years ago, when the 87-year-old footwear brand Cole Haan needed a refresh, Maddocks wasn't surprised when his phone rang.
Converse has hired a new agency to plan and buy its media in North America. PHD, a unit of Omnicom Group, has inherited the business from MediaVest after a review, sources said. The assignment includes both traditional and digital media, and spending is expected to grow to $15 million this year. Last year, the brand spent $7 million in media, according to Kantar Media.