Greg Sylvester, Brand Creative Director —— Los Angeles, Calif.
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Converse

Prior to Nike’s acquisition, Converse found itself positioned as a low-price commodity brand. Consumers had forgotten the brand’s roots in basketball and pop culture. Converse needed to reclaim the brand’s heritage, re-establish its voice, and tailor marketing and product toward a broader and younger consumer. The collective mandate was to be more relevant, provocative and visible, specifically to transform Converse’s heritage into new authenticity through the essence and aesthetic of “optimistic rebellion.”

“Converse Century”
Consumer Campaign

Converse is proud to claim itself as the world’s most famous shoe and a symbol of mass independence. To celebrate it’s 100 year anniversary, an iconic, global, multi-media communications platform was created to showcase those who have embodied this brand. A brand that has been worn for three generations by “optimistic rebels,” those that have moved the culture in the fields of music, sport and art. Concept in conjunction with Anomaly.

This brand expression was realized across the mediums of identity design, print media and experiential installation.

 
 
 

“(PRODUCT)RED”
Consumer Campaign

Featuring artist/actor Common, this expression initiated Converse's marketing offering in support of (CONVERSE)RED merchandise.

This brand expression was realized across the mediums of magazine and out-of-home placement.

 
 
 

“Feel The Game”
Branding Campaign

This multi-platform branding effort was designed in support of Converse's reimagination of the basketball shoe. By incorporating Nike technology into the storied Chuck Taylor All Star, a professional-grade shoe was born. This effort was designed to invoke a new definition of Converse basketball.

This brand expression was realized across the mediums of print media, packaging, apparel and experiential installation.