Converse is one of the most iconic shoes of all time, and as the Chuck Taylor approaches its 100th Birthday the Nike brand has unveiled a spin on the classic sneaker. Introducing the ‘All Star II’.
Despite Converse spanning multiple generations and demographics, when the global brand asked their fans what features would get them wearing Chucks “24 hours a day, 7 days a week, 365 days a year,” there seemed to be a clear general consensus: unsurprisingly improved comfort was high in the shoe’s rebirth agenda. With this in mind, Converse have subtly re-designed the sneaker to cater to exactly that.
In the run up to the shoe’s worldwide release, last week Converse began their campaign ‘Ready For More’. Naturally, the Chuck II intends to appeal to Converse’s core creative audience and what better way to create intrigue within that demographic than employing creative strategy across all traditional and digital platforms? The brand started with running teaser ads online and creating private social media groups to build anticipation and excitement. As usual, Converse’s marketing strategy is in good shape.
As big fans of Chucks (we proudly don the classics, the leathers and the experimentals at CRAVE HQ), we love the new creative direction, and can’t wait to see if the new shoe lives up to the hype – our feet are poised in anticipation!