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.
Role
Assoc Creative Director, Global Brand Design
Deliverables
Go To Market Strategy
Creative Direction
Art Direction
Brand Design
Brand Stewardship
Special 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 Journey So Far
2020-Present
2018-2020
2016-2017
2014-2016
2013-2014
2003-Present
2010-2013
2004-2010
2002-2004
1998-2002GOT A PROJECT OR OPPORTUNITY BREWING?