Focus

ICNCLST developed a strategic storytelling program to promote Converse’s Breaking Down Barriers edition of the Chuck Taylor and Pro Leather, commemorating the first three African-American players in the NBA. The goal was to amplify this progressive narrative through brand and creator channels, traditional media, and experiential touchpoints.

Execution

ICNCLST aligned contemporary community talent whose values resonated with the trailblazing NBA players, creating a lookbook that showcased modern styling for the shoes while capturing the ethos of community and purpose. The team managed casting, IP-driven contract negotiations, talent management, and social media execution, ensuring that the campaign authentically reflected Converse’s mission to “Spark Progress.”

Cultural Impact

The campaign connected heritage, progress, and community through storytelling and curated talent. By celebrating the pioneers who broke the color barrier, the activation reinforced Converse’s commitment to inclusivity, cultural relevance, and socially conscious messaging.