Converse Chuck Taylors- Brand Extension, Awareness

1. CONVERSE
CHUCK TAYLORS
BRAND REALIGNMENT
Presented by PJ’S

2. History of Converse
• 1908 - Marquis M. Converse starts the company
• 1917 – World’s first performance basketball sneaker debuts – the
Converse All Star
• 1923 –Converse adds Chuck Taylor’s signature to the All Star® patch
• 1949 –Virtually all pro players are wearing Chuck Taylor All Star shoes
• 1970’s -Converse's popularity among sports stars decreased
dramatically
• 1980’s + Converse transcends from sport to fashion

3. Who Converse Became
• The shoe morphed into a symbol of counter-
culture and rose above the shoe industry
trends to embody the idea that owning a pair
of Chucks is like owning a piece of history.

4. Converse Commercial
• Invisible Game

5. Who They Want to Be
• “Retro-modern”
• Declare ownership of the old-school
essence
• Signifies a group that stand for
individuality.

6. Competition
• Vans
• Diesel
• Puma
• KangaROOS
• Nike
• Addidas

7. Target Market
• Men and Women 18-25 years of age
• Income: $0-$30,000
• Geography: Urban areas and surround
communities.
• Education: In college or entry-level
professional

8. Media Consumption
• Incredibly tech savvy
• Frequent users of mobile phones
• Target remains loyal to specific
television programs

9. Meet Cole
“Yeah you could say I’m a
Converse wearer. Got my
first pair of Chucks when I
was in grade school and
I’ve been wearing them
ever since.”

10. Purpose
Our purpose is to invoke
individual creative
expression through
footwear.

11. Vision

12. What Converse Stands For

13. Brandscape

14. Why are They Unique
WE ARE…
The only shoe manufacture
That sells self-expression in footwear
For young urbanites (and those following in their
footsteps)
In mainly the United States
Who long to be part of a community that triumphs
individuality
In an era of increasing conformity

15. Objective
MARKETING OBJECTIVE:
Raise consumer awareness and demand by 30
percent.
CONSUMER OBJECTIVE:
Purchase Chuck Taylor’s each time they walk into a
store with the intent to buy a pair of shoes.

16. Brand Community
• Shoe Stores
• Department Stores – Target Clothing Line
• Boutique Stores – Sailor Jerry’s
• Tattoo Parlors
• Art Galleries
• Social Marketing Groups – RED/AIDS
Awareness
• Concert Venues

17. Advertising
• Tonality: Casual, Cool, Classic. Be
playful but maintain a relaxed aesthetic.
Don’t try too hard.
• Theme: Unity. Wearing Chucks means
you are part of the retro-modern sub-
culture.

18. Partnerships
• Concert Sponsorships
• Art Galleries
• Vintage T-shirt Company
• Denim Company

19. Brand Extension

20. ECO-SNEAKS
CONVERSE CHUCK TAYLOR
STREET-HUGGERS
A line of footwear known for its use of
"green" sustainable materials such as
Bamboo, Jute, and Cork.

21. Point of Difference
• Distribution network - “kiosk”
selling strategy.
• “Chuck Trucks”
• “The Art of the Chuck Taylor”

22. “The Art of the Chuck Taylor”
• The Art of the Chuck Taylor is a design
initiative where anyone can transform
their pair of Chucks into works of art.
• This is a nationwide hunt for creativity
and is open to everyone from fulltime
artists to simply those with a creative
flair.

23. Consumer Experience
Kiosks  Purchase Personalize Chucks via online
store Have tattoo parlors/boutique shops give 10%
discount on services for those who purchase.
Chuck Trucks  Bystander purchases shoe on street
Patron is given discount code to Converse website
on next new purchase
Art Galleries  Those who purchase Chucks receive
the ability to get 50% off their next buy on the
Converse website

24. Budget
• $10,000,000 account
• 80% Media: 8,000,000
• 20% Creative: 2,000,000
*Further division of media is yet to be determined.
• Agency is to receive retainer fee.

25. Synopsis
Converse once stood for athletic
footwear. Now the brand has developed
into a fashion statement for the retro-
modern sub-culture prevalent in today’s
generation.
WE ARE CONVERSE