THE ASK
brand
Converse knows that what you wear defines sport, street, and creative culture, and they've been redefining it with you all along. When you wear Converse, you create a culture of authentic street style simply by being yourself. Chucks have always signified cool...because you wear them.
Business challenge
Secure Converse the #3 spot in basketball performance sneakers by 2020.
objective
Launch Converse All Star Pro BB to a global target of young ballers.
situation
FIRST BASKETBALL SHOE. FIRST 100-POINT GAME. FIRST NATIONAL CHAMPS. 100 YEARS OF HOOPS. WE'RE BACK.
Converse and basketball go way back, and after a brief hiatus from the court, Converse is geared up to get back in the game. The launch of the All Star Pro BB is more than just a refresh; it's about reintroducing Converse as a world class performance basketball shoe.
target
FROM THE COUCH TO THE COURT
Sports, music, style, gaming – they’re intertwined in the cultural zeitgeist. Young ballers’ love of the game lives in all these dimensions.
the answer
issue
CONVERSE ISN'T TAKEN SERIOUSLY AS AN ATHLETIC SHOE
Despite their history in the sport, young ballers don't associate Converse with basketball.
context
Young ballers equate Converse with street style – rebels, rockers, rappers, artists, dreamers, thinkers and originals. They view the All Star as a canvas for self-expression, but can’t imagine shooting hoops in them.
insight
WEARING CONVERSE TO THE COURT MAKES A STATEMENT
The decision to wear something different takes confidence.
Or what we call: BDE.
Someone with Big Dick Energy is someone with a relaxed confidence in themselves. They’re not shy or quiet, but they’re not arrogant either. And they’re certainly not overcompensating for anything.
strategy
SHOW YOUNG BALLERS THAT THE ALL STAR PRO BB IS THE SHOE WITH BIG DICK ENERGY
BDE is all about setting yourself apart while setting a new standard. It's about being an original. An original gangster.
the approach
BIG IDEA
THE REAL OG
Introduce Converse All Star Pro BB as the standout shoe designed for the standout player.
Who? Someone exceptionally confident in their game, swag and behavior. They've just got "it"... an ineffable aura that exudes personal strength and authenticity. A real OG deserves an OG sneaker. The realest OG deserves the Converse All Star Pro BB.
