CONVERSE
THE RETURN OF AN ICON: ERX
Telling the story of a remastered court classic for life in the city.
When the ERX story was brought back to life, the Converse team brought back more than just a shoe—their vision was fueled by the duality of it’s rock solid 80’s hoop DNA and the swagger of what had become a street style staple. The collaboration between our retail team and the Converse team would focus on how to provide an integrated consumer experience that could contextualize the rich heritage of ERX while clearly placing the various reinterpretations of the line squarely in the present to invite fans into the brand’s vision of the future of hoops.
The resulting multi-season product initiatives would deliver an overarching narrative of duality through style clashes and rivalry stories both real and imagined. For the launch that included product styled by Converse creative partner Don C, the “Animal” collection would deliver on the predator and prey rivalry and the “Metal” collection would look at punk rock and pop music as it’s creative muse. This sustained narrative needed to be clear for consumers through inspiring and contemporary artful expressions of the lifestyle reinterpretations while also landing the overt celebration of it’s rich on-court DNA that validated the entire line in a way that only Converse could do.
With advanced perspective of the longer term vision, our creative team developed the initiatives continuous flow via a reusable retail format that would allow for updating and a more sustainable approach to a long-term experience. Our team brought the brands total vision to life through traditional digital, social and retail channels, then expanded into both virtual reality and augmented reality spaces to fully connect the past with the future. Each season needed to deliver on a cohesive story across all the brand touchpoint while allowing individual seasons to emphasizing different aspects of the how the product uniquely intersects with sport and lifestyle communities to create a product experience that is clearly grounded in the court, but ready to take on the city.
When the ERX story was brought back to life, the Converse team brought back more than just a shoe—their vision was fueled by the duality of it’s rock solid 80’s hoop DNA and the swagger of what had become a street style staple. The collaboration between our retail team and the Converse team would focus on how to provide an integrated consumer experience that could contextualize the rich heritage of ERX while clearly placing the various reinterpretations of the line squarely in the present to invite fans into the brand’s vision of the future of hoops.
The resulting multi-season product initiatives would deliver an overarching narrative of duality through style clashes and rivalry stories both real and imagined. For the launch that included product styled by Converse creative partner Don C, the “Animal” collection would deliver on the predator and prey rivalry and the “Metal” collection would look at punk rock and pop music as it’s creative muse. This sustained narrative needed to be clear for consumers through inspiring and contemporary artful expressions of the lifestyle reinterpretations while also landing the overt celebration of it’s rich on-court DNA that validated the entire line in a way that only Converse could do.
With advanced perspective of the longer term vision, our creative team developed the initiatives continuous flow via a reusable retail format that would allow for updating and a more sustainable approach to a long-term experience. Our team brought the brands total vision to life through traditional digital, social and retail channels, then expanded into both virtual reality and augmented reality spaces to fully connect the past with the future. Each season needed to deliver on a cohesive story across all the brand touchpoint while allowing individual seasons to emphasizing different aspects of the how the product uniquely intersects with sport and lifestyle communities to create a product experience that is clearly grounded in the court, but ready to take on the city.
