- Crossover Marketing
- IP Marketing
- PR & Event Management
- Customer engagement
- Consumer awareness
- Crossover campaigns
Converse is an American shoe company that primarily produces skating shoes and lifestyle brand footwear and apparel. Founded in 1908, it has been a subsidiary of Nike, Inc. since 2003. During World War II, the company shifted its manufacturing from the public, and instead made footwear for the military.
Converse wanted to engage customers at their first major brand launch in China and increase share of voice on social media for more brand awareness amongst the younger generation of consumers in China.
IMS helped inject youth, art, and energy into the classic Western sports shoe brand by selecting an innovative Chinese crossover partner for the brand’s star product: the Chuck Taylor Allstars. By selecting a top designer in China who had a fervent local following and fashionable influence over Generation Z consumers, IMS positioned Converse for a ready Chinese market and emphasised values important both to the brand and to its targeted consumers.