Situational Analysis

With a history spanning 110 years, Converse is one of the oldest sports brands in existence. In recent years, the brand, and its iconic Chuck Taylor shoe, had seen a decline in popularity due to its aging image and fierce market competition in China. While audiences were aware of the brand, they weren't resonating with it and this was affecting sales.

Converse had also been silent in China for a long time, so the brand needed a much bigger boost than product seeding, release distribution and social engagement could deliver.

Objective & Goals

Bring together the Converse community and reboot conversation and affinity of Chuck Taylors in the media and among influencers:

  • Engage with 3,000 consumers on-ground
  • Engage 500 professional attendees
  • 1,000 stories across the campaign + 30B impressions