CONVERSE BRAND BIBLE -- BRAND REINVENTION + RELAUCH
Despite creating the athletic shoe category over 100 years ago, Converse never formulated a cohesive brand identity. It bounced from owner to owner, fad to fad, and eventually went bankrupt. After a private equity firm relaunched Converse from the ashes, I worked with CMO David Maddocks to strategize and author the Converse Brand Bible -- the definitive guide to what this proud brand would stand for once and for all. Tracing a clear line from basketball innovators like Wilt Chamberlain and Dr. J to alt-rock legends like The Ramones and Kurt Cobain, the DNA of the Converse brand became crystal clear at long last: It's all about Originality. Self-expression. Creativity. In sport, in art, in life.
Much has changed for Converse in subsequent years. Nike acquired the brand, its sales have exploded, and multiple agencies have handled its advertising. But one thing has remained consistent. The brand platform of Originality that the Converse Brand Bible so powerfully brought to life still defines its DNA to this day. Design by the lovely-and-talented Sally Morrow. Agency: Sandstrom.
