for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
Converse is hoping a focus on fashion can push its iconic, but aging, Chuck Taylor sneaker to its next phase.
“Forever Chuck” is the first campaign under the guidance of CMO Julien Cahn, who joined the Boston-based brand last summer from parent company Nike. The three-part video series centers around what Converse considers to be the three cultural movements that established the Chuck Taylor as a classic sneaker: film, L.A. hip hop and fashion.
“Chucks, From the Runway to the Streets” tells the story of the Chuck Taylor’s relationship with high fashion. In the video clip, model Winnie Harlow hosts interviews in London and Paris with fashion personalities like Etudes Studio’s Jeremie Egry, Dazed’s Emma Hope Allwood and the members of Gucci Gang, a clique of Parisian teenage street style stars.
More in Marketing
YouTube is turning audio into an ad product — SiriusXM is selling it
The streaming giant has exclusively partnered with SiriusXM Media to sell YouTube’s “audio-first” inventory in the U.S.
Retailers offer fuel perks as consumers look for relief from $4 gas amid U.S.-Iran war
As gas prices climb, companies are rolling out limited-time fuel perks to attract cost-conscious shoppers, boost foot traffic and provide some relief at the pump.
NHL looks to TikTok to capitalize on Heated Rivalry and Olympics as it grows beyond U.S. and Canada
The league is leveraging a successful TikTok operation to expand presence in Europe, recruit casual fans and pump up the value of its media rights.