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. VSA partnered with Converse to help reframe and re-express its brand around originality, self-expression and rebellion.
VSA’s rebranding for Converse was built on a brand platform of “optimistic rebellion,” which inspired a multitude of brand-centered communications and products. Brand expression was guided by a new visual identity and online visual centers, and extended to brand campaigns, store merchandising, advertising, packaging, product launches, trade and retail support.
For multiple product seasons, VSA created guidelines and regional toolkits for Converse’s retail/marketing channels to express a campaign’s look and feel. “The Right to Be” campaign expressed the fearlessness of youth and the choice to “live of, by and for the moment.”
Extending the Converse brand into a new consumer space, VSA developed the brand expression, guidelines and visual assets, and launch materials for the retail introduction of the Skate product line. These included an online ad, consumer print ads, point-of-sale merchandising and T-shirt designs.
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.
VSA’s 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.