New Converse campaign

Converse has launched a new campaign, “Welcome to the Converse Century” with interesting new colours and styles to celebrate their 100th birthday, says Skye Footwear and Clothing sales director Vikash Mathura. Between March and July Converse merchandising teams will be assisting retailers to dress their windows with special Converse wraps, display boxes and POS material like badges, to be followed by their “Connectivity Campaign” from July-December. They have employed 21 brand ambassadors at SA universities to create brand awareness (see www.studentvillage.co.za), this will be complemented by prominent billboards and branded vehicles to attract public attention, an advertising campaign linked to a wide range of icons (as diverse as Hunter S. Thompson, James Dean and Dwayne Bravo), a SA blog www.converseblog.co.za/about-converse-blog and a Converse festival in Johannesburg in July. The completely new look range will also feature a special edition Kurt Cobain model – product will be matched to appropriate retailers through a tier system.