Converse announced its new Fall 2010 brand campaign entitled “The Procession” featuring product with the iconic Converse “Star Chevron” logo including the new Star Player Evo shoe.
Developed to pay homage to legends of Converse’s past, present and future and to celebrate basketball along with the breadth of Converse product, the ad shines a light on the iconic Star Chevron mark and gives nod to its authentic connection to the worlds of sport, music and culture which has helped define Converse for decades.
“The new Converse campaign is the perfect summary of who we are as a brand. It’s a celebration of people from different cultures who are passionate about what they do, coming together to create a movement. Converse is a brand that can authentically blend culture in a way that makes perfect sense for how people view and connect to sport, music and culture today – without lines or barriers,” says Converse CMO Geoff Cottrill.
Gritty and raw, the spot was directed by award-winning filmmaker Antoine Fuqua. The ad stars basketball legend Julius “Dr. J” Erving; Carlos Arroyo of the Miami Heat; musicians Jim Jones and Doug E Fresh; legendary ball-handler God Shammgod and Harlem streetball player Adrian “A-Butta” Walton; Converse skaters Kenny Anderson, Sammy Baca, Rune Glifberg and Eli Reed; all set to the thunderous “Hello Operator” by alternative rock band, The White Stripes. A unique fusion of all things Converse, “The Procession” speaks in a language that is clear to kids young and old who connect to the brand.