Cons Metric CLS

Thanks To

David Carrewyn
VP, Global Creative Director, Brand

Peter Derricks
Tyler Fonda
Andy Henrie
Cons Marketing

Lee Berman
Cons Skate Team Manager

Cons Skate Team

Jon Coulthard
Photographer - Skate photography

Richard Quinterro
Videographer - Skate Clips

Ben Chadourne
Videographer - Skate Clips

Jukebooth
Videographer -Sneaker portrait

Eric Noren
Director, DP - Frank Gerwer Content

Who

Converse

When

2016

Where

Converse HQ, Boston

Role

Associate Creative Director,
Global Brand Design

The comfort of a cup sole with the board feel of a vulcanized product.

CLS directly addressed a skateboarder’s desire to maintain board-feel (a big reason why skaters come to Converse), while providing adaptive cushioning and stability accomplished with more technical skate shoes.

Cons Skateboarding was looking to introduce an innovative midsole technology called CLS (Comfort, Lightweight, Stability) that combined

The goal was to establish CLS as a product platform with functionality that transcended the model that premiered it.

We created a dual-pronged strategy of content and marketing tools.

First, we spoke to the heart of the core skater, showcasing Jake Johnson.

Second, we tapped friend of the brand Frank Gerwer to help articulate the innovative technical features and benefits with the nonchalance Frank is known for.

Board-feel
of a vulc.
Comfort
of a cup sole.

Behavioral Psychology,
Retail and
Consumer
Journeys

Geeky Insight:
The work of Nobel winning economists Kahneman, Tversky and Richard Thaler tells us that people make up their minds far in advance of their consumer decisions.

The three bullet points that often accompany a product are great for validating the opinions that our emotional response already proclaimed. But they are often less convincing than we hope when we write our creative briefs.

We use this knowledge of behavioral psychology in almost everything we do, but particularly while pacing messaging throughout the consumer journey, pushing large emotional aspects of the story at earlier impressions, and ramping up features and benefits closer to the purchasing decision.