Converse Pro Leather

Converse

Pro Leather

Approach

We identified 5 game-changers across sport, fashion, and music (IDK, Paloma Elsesser, Kelly Oubre Jr., Natasha Cloud and Sage Elsesser) to rally next-gen Pro Leather wearers with the sentiment: don’t be the next. Be the first.

Challenge

How do we re-release the iconic Converse Pro Leather into the marketplace after decades and make it an object of desire in modern culture?

Solution

On launch day, all 5 individuals shared their unique look book video and photo assets via their social channels to create excitement within their communities. The campaign connected with the consumer and product sold through at an exceptional rate.

We identified 5 game-changers across sport, fashion, and music to rally next-gen Pro Leather wearers with the sentiment: don’t be the next. Be the first.

We brought in an iconic stylist with deep roots across culture to partner with our protagonists and style the
Pro Leather with head to toe looks for a new generation.

IDK standing, shirtless, blue beanie hat, colorful square pattern pants and converse pro leather shoes

IDK sitting wearing gold striped button up shirt, white beanie and necklace

Paloma standing with bucket hat, red striped shirt, black loose fit pants and low top converse pro leather shoes

Close up of Paloma face. She is wearing bucket hat and has one hand over her eye. She is smiling

Kelly Oubre Jr standing wearing denim jacket, tie dyed pants and Converse Pro Leather high top sneakers

Kelly Oubre Jr holding white and blue converse pro leather high top shoe up to side of his face

Sage Elsesser standing in floral shirt, red pants and white and red converse pro leather high top sneakers

Sage Elsesser portrait photo wearing black collared shirt with white stitching

Natasha Clound in Denim overcoat, yellow pants and converse pro leather sneakers

Natasha pink jacket with black and red fringe patch

Our short motion pieces proved to be compelling performance media vehicles that quickly raised awareness for Pro Leather where the youth live and breathe: online.

To capture the same energy in photography, we created a visual direction and distinct design to elevate the icon.

3 phone screens of lifestyle converse social media posts Be the First

Split screen of Kelly Oubre Jr. sitting back in chair and close up of his low top converse pro leather sneakers

Rendering of new converse pro leather high top sneaker with toe of shoe crumbling into old vintage shoe

Converse Pro Leather

Converse

Approach

Challenge

Solution

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Partners

Touchpoints