Converse Pro Leather - Breaking Down Barriers / ICNCLST

The Brief

Develop strategic storytelling to promote the “Breaking Down Barriers” edition of the Chuck Taylor and Pro Leather--a capsule commemorating the first three African-American players in the NBA. Key considerations were to amplify this progressive POV through brand and creator social media accounts, traditional media, and eventual experiential applications. 

Program Execution 

ICNCLST/ developed a communications strategy, aligning present-day community talent whose impact aligns with those NBA players who broke the color barrier. The energy of this strategy had simultaneous alignment with Converse’s brand halo mission to “Spark Progress”. The campaign’s talent, along with one stylist who also fit this progressive mindset, were featured in a lookbook demonstrating contemporary styling for the shoe--along with content capture around the ethos of community and purpose. Once the program’s strategy was finalized, ICNCLST/ managed casting, IP-driven contract negotiations, talent management, and the execution of social media posting.

Capabilities

Strategy, Content, Talent Management, Legal Guidance