The Converse One Star was relaunched exclusively as a performance skate shoe. The goal was to establish a core community of influencers with a Pro model of the One Star before eventually expanding to a wider distribution of lifestyle retailers.
To celebrate this launch, the global Cons skate team visited and demoed shops and skateparks in 23 cities, 21 countries, in 4 continents, often in secondary markets over a 5-month period.
Serve. Celebrate. Never Sell.
The One Star World Tour created personal connections with core consumers, often in grassroots skate scenes in every global region helping Cons harness the power of grass roots core influencers at the relaunch of the One Star sneaker.
After returning home from a 5-month roadtrip, we didn’t want those skate shops to forget about us. Advanced copies of the official tour video and a limited number of premium books were gifted back to the hosts of each tour stop as gifts and support by throwing a video premier for their local skate community. This program and event prioritized community building by celebrating consumers and independent skate shops that support skateboarding.
Result:
2,731 dedicated Instagram posts in a 5-month period
8.7 Million impressions
5,000+ likes and comments - average engagement per post
100%+ subscriber growth
27-min feature-length skate video
85,000 YouTube views in 1st month
Deliverables
GTM Strategy
Creative Direction
Art Direction
Key Visuals
Design
Photography
Video
Copywriting
Special Thanks To:
Peter Derricks
Tyler Fonda
Andy Henrie
Neil Chester
Cons Marketing
Lee Berman
Cons Skate Team Manager
The Cons Skate Team
RIP Ben Raemers
Matt Willigan
Art Director
Brent Gentile
Brand Designer
Stephen Halker
Animator
Jon Coulthard
Photographer
Richard Quinterro
Videographer
Ben Chadourne
Videographer
Stephen Halker
Animation