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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.

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