Converse One Star Pro
Thanks To
Peter Dericks
Andy Henrie
Lee Berman
Cons Marketing Team
Tyler Fonda
Converse Brand Comms
David Carrewyn
VP, Global Creative Director, Brand
Jon Coulthard
Richard Quintero
Converse Photo Studio Team
Photo & Video
The Cons Skate Team
Who
Converse
When
2015
Where
Converse
Role
Associate Creative Director, Global Brand Design
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.
In the mid 90’s, the One Star became iconic and highly visible in music and skate cultures, 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.
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 synchronicity.
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.
If you work in a business where connecting to creative culture is absolutely essential to your business success Christian has to be on your list. His creative output speaks for itself, but his strategic acumen and ability to translate strategy to creativity sets them apart. Fact of the matter is that creative success is a matter of referencing culture in a way that aligns to the possibilities of a product or service. He gets the culture that matters today. That makes the creative easy.”
“
– Tyler Fonda, Director,
Global Brand Marketing Converse
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