CONVERSE Sneakerswould Campaign

Marking the launch of Converse’s new European campaign #SNEAKERSWOULD, CLY organised three lifestyle events for the legendary footwear brand Converse. Founded in 1908 in Malden, Massachusetts, Converse is an American company that designs and sells lifestyle and athletic footwear, apparel and accessories – their most iconic products include the Chuck Taylor All Star and the One Star Sneaker. The urban brand mainly focuses on street-style sneakers and often collaborates with other names in the field, like John Varvatos, to create and design special edition products.

As an event agency, we believe there is no better way to introduce new sneakers than by throwing a huge party – so we had three. One in a hip burger joint, one in an underground strip club and one at a cool kiosk. And what better place to party than Germany’s capital and one of the greatest party cities in the world – Berlin. As an experiential marketing agency, we love collaborating so on this occasion, we worked together with different international agencies. Creating a series of interesting and interactively engaging pop-up events for Converse, designed to reach a target audience of sneakerheads, fashionistas, tastemakers, and influencers. Carefully selected music lovers were brought together to celebrate and party in hip locations and unconventional settings, while various DJs were busy setting the mood – producing a must-attend event for any millennial. CLY also organised a branded American school bus to create an exceptional roadshow. The bus was not only used for promotional purposes during the events and for the entire duration of the campaign, but also as a shuttle bus to get from one location to the other, which made for a lot of extra fun. To create an overall engaging brand experience, CLY managed invites for this series of events through an online ‘banner washer’ and created a special countdown mechanism that added to the excitement. This way, guests could look forward to the event with enthusiasm.