Converse is taking its centennial celebration global with its new "Connectivity" ad campaign. The shoe group is attempting to bridge the gap between past and present, not to mention the cultural icons that have been associated with the brand. The Nike-owned company is getting back to its roots through reissues and reminding consumers in 75 different countries of its counterculture legacy. Artists featured include Joan Jett, M.I.A. and Billie Joe Armstrong of Green Day.
"Connectivity is an exceptional global campaign that fully captures our spirit and brand ethos celebrating true originals," chief marketing officer for Converse Geoff Cottrill said in a recent press release. "The campaign is bold and iconic saluting those people - past and present - who push the boundaries of creativity, who inspire originality and who embody the values of the brand.”
Featuring the likes of everyone from James Dean and Hunter S. Thompson to Sid Vicious, Common and Karen O., the ads will also showcase regional icons from the UK, Germany, Spain, France, Korea, China, Australia, Mexico and Argentina. Especially noteworthy are Ian Curtis of Joy Division, Dazed and Confused founder Jefferson Hack and Cui Jian, who is referred to as the father of Chinese rock.
Watch for the ads starting this Spring.
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