The pan-European launch of the Converse AllStar shoe to the Youth Market.
Positioning and increase brand awareness and create a leading-edge fashion icon, in order to establish the All Star as a leading “cult” footwear and apparel label.
Launched on a controlled marketing budget the CONVERSE ALLSTARS have now become an essential part of every young persons wardrobe, throughout Europe.
In keeping with the Style Press campaigns, a highly targeted PR and Editorial campaign was launched, endorsing the American heritage of the brand. With the success of the performance range in the ath-leisure arena a series of specialist sports ads were produced to appeal to the technical/performance audience.
The successful integration of a Basketball shoe into the UK fashion arena was a particularly difficult task, as basketball does not even feature as a minority sport!
However, the athletic endorsement proved to be inspirational enough to become the stepping-stone for a range of 30 more models