Converse has 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 ads for the campaign shine a light on the iconic “Star Chevron” mark
and give nods to Converse’s connection to the worlds of sport, music
and culture.
The ads, which were directed by Award-Winning Filmmaker Antoine Fuqua,
feature basketball icon Julius “Dr. J” Erving, rapper Jim Jones,
legendary ball-handler God Shammgod, Harlem streetball player Adrian
“A-Butta” Walton, Hip-Hop icon Doug E Fresh, skaters Kenny Anderson,
Sammy Baca, Rune Glifberg, Eli Reed and others.
“[Basketball]…it’s like a ritual. The basketball being the thing that
brings everybody [together]. The rhythm and the beat,” said director
Antoine Fuqua. “Converse is taking it to the streets. The streets are
the heart beat.”
During the ad, each of its cultural, torch-bearer stars symbolically pass the torch and give nod to each other.
Dr J. and Doug E Fresh represent Converse’s heritage and the brand’s deep connection to sport, music and culture.
Simultaneously, Carlos Arroyo, Jim Jones, the Converse skate team, and
the others all forge the strong connection of how Converse connects
today and for the future.
In addition to the ad, each of the stars are featured in a series of
online vignettes taken from outtakes that illuminate their mutual
admiration for each other and that blur the lines of sport, music and
lifestyle.
The national television spot will launch tonight (September 26th), during FOX Television’s The Family Guy.
