Client
Converse (Spec) @ MAS
Team
Art Director: Pedro Sacilotto Copywriter: Amanda Winch Strategist : Brian Kim, Jessie Davis, Samantha Perlman
The Ask
Launch Converse All Star Pro BB to a global target of young hoopers, with an initial focus on U.S. market.
Background
Converse is an American shoe company that was founded in 1908. Widely known for its Chuck Taylor All Star, The company primarily produces skating shoes and lifestyle footwear and apparels.
Audience
18-30 years old young hoopers, who casually play basketball at least once a week.
Issue
Converse isn’t taken seriously as an athletic shoe. Despite their history in the sport, young hoopers don’t associate Converse with basketball.
Discover
We found that the majority of young hoopers wear signature basketball shoes like Jordan, Kobe Bryant, and Stephen Curry — Nike is dominating in basketball shoes. By wearing signature shoes, they feel connected with the athlete’s spirit and energy and believe in performing better than wearing other basketball shoes.
Think
Wearing Converse is a statement. The decision to wear something different takes confidence. It’s an inner-confidence. It’s an inner-swag. Additionally, these young hoopers don’t want to be recognized with their outfit, but with their performance.
Challenge
Show young hoopers that the All-Star Pro BB is the shoe with Big Dick Energy.
**Big Dick Energy is about inner-confidence while not being arrogant.
Creative Execution
NBA 2K Expansion Pack
We will release a new MyPlayer download pack that includes: Player’s customization, new celebration move, a new personal OG badge with a contest that a player can win a pair of All-Star Pro BB.
From Couch to the Court
