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

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

In visuals we highlighted the tactile nature of the product by juxtaposing it with rough concrete, brutalist, modern structures, framing it with hard and gritty textures– focusing the attention on singular figures in angular, harsh landscapes.

To illustrate the products’ attributes of soft, comfy quality that gets better with time, we introduced a contrast of rough and textured to soft and smooth. In store, the product was showcased on tables made of wire-bailed bundles of fleece sandwiched between concrete slabs.

Contrast was key to represent both softness and longevity. The brutalist backdrop of poured concrete brings texture, warmth through color and a sense of drama to the product as the hero.

Role

Assoc Creative Director,
Global Brand Design

Deliverables

  • GTM Strategy

  • Campaign Strategy

  • Creative Direction

  • Art Direction

  • Copywriting

  • Key Visuals

  • Retail Concepts

Special Thanks To:

The Converse Marketing & Brand Design Team

David Carrewyn
VP, Global Creative Director, Brand

Carlos Serrao
Photo & Video

Jukebooth
Video

All Good Things
Producer

Evert Lee
Retail Creative Director

Quarter 20
Retail Renders

The Journey So Far

2003-Present
2004-2010
2018-2020
2020-Present
1998-2002
2002-2004
2010-2013
2013-2014
2014-2016
2016-2017
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