What Will You Create Now ?— A Look into Converse’ Campaign
How do you keep the next generation of creatives inspired?
As a footwear and apparel brand, Converse has always been a fan favorite. Whether it is by creating classics such as the Chuck-Taylor 70s or collaborating with different artists in the music and entertainment industry.
I have always been a fan of the brand. I wore white classic low top Chuck-Taylors to half about every activity I ever attended to during High School. Even now, as I have gotten older, I still feel like I can easily connect with the brand. It has a young, fun, and reckless personality that I feel that go pretty well with both trousers and boyfriend jeans alike.
One of its latest campaigns matches Converse’s brand identity and overall values as a brand to perfection. As it uses a partner that relates perfectly to the brand’s #CreateNext, where the company features emerging voices in different industries to inspire the next generation.
So let’s talk about it.
Strategic Partnership
Converse is known for collaborations with artist such as Tyler, the Creator, Miley Cyrus, and Billie Eilish.
These artists have audiences that align pretty well with Converse’s brand image. All of these artists defy stereotypes, innovate in their areas, and follow their own rules.
Therefore, a collaboration with Baby Keem, Grammy winning ascendant rapper, who also happens to be Kendrick Lamar’s cousin, only seemed appropriate. This would be considered the artist’s first endorsement deal.
With vivid colors, editorial pictures, and classic Converse silhouettes, the campaign shows the new artists across the brand’s social media.
To announce the partnership, they also unveiled a short film showcasing Keem holding up a cassette tape with the words “LP #2” possibly hinting at his upcoming album.
A Line of Products
Now what is a Converse campaign without new shoes.
Baby Keem worked alongside the brand to create a new line of Chuck-Taylors in different versions, with darker soles and classic colors that also drove traffic and profit to the brand’s site.
Campaign Results
When it comes to the overall results of the campaign, it is safe to say it was a success.
It was initially launched on September, 2022 and successfully launched for the second time this June following up his new single with Kendrick Lamar “The Hillbillies”.
Converse’s audience has appreciated the collaboration and believes it to be a perfect addition to the brands portfolio of #CreateNext partnerships.
All in all, the campaign looks very successful, and the overall partnership is believed to continue throughout the years.
