In 1974, Converse debuted the One Star as a low-cut performance basketball sneaker. Like the Chuck Taylor, the One Star was adopted by an unexpected set of consumers unrelated to basketball.

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In the mid 90’s, the One Star became iconic and most prevalent to music and skate culture. Since then, it’s inspired the classic suede skate silhouette and is recognized as one of the original suede-vulcanized sneakers of all time.

The sneaker was reintroduced in 2015 as a Pro edition with enhanced skate functionality inclusive of Nike Lunarlon insoles, sticky rubber outsoles, and abrasion-resistant suede uppers.

 

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Storytelling is as much about planning and editing as it is creativity. The surprises that cut through the clutter happen in the unexpected moments of syncronicity.

Asset packs were carefully coordinated to match media buys so that the skaters and color ways would match site takeovers, print ads and retail support for any given month, maximizing impressions and impact of each color way when it was their moment to shine.

 
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Deliverables

  • GTM Strategy

  • Creative Direction

  • Art Direction

  • Key Visuals

  • Photography

  • Video

  • Copywriting

  • Retail Concepts

Special Thanks To:

Peter Derricks
Andy Henrie
Cons Marketing

Lee Berman
Cons Skate Team Manager

The Cons Skate Team

Matt Willigan
Art Director

Jon Coulthard
Photographer

Richard Quinterro
Videographer

Ben Chadourne
Videographer

Doubleday & Cartwright
Animation for Integrated Digital