From bankruptcy re-start in 2001, we devised a critical pivot strategy away from Converse management’s proposed position - “the athletes’ shoe of choice”- focusing instead, on the Chuck Taylor All Star product line. Identifying the shoe’s unrecognized and untapped power as a counterculture icon.

Taking cues from the simple canvas design and people’s tendency to personalize their Chucks, we created a brand platform based on championing originality, creativity, self-expression, and collaboration. Activating and engaging the creative community, we re-launched the brand via the Blank Canvas Project.

From there, we led the execution of all content and marketing materials, including website, social, digital, experiential, community and influence. Along the way, we pioneered the coming wave of mass customization and artist collabs.

In July of 2003, just two years out of bankruptcy, Converse was acquired by Nike for $309 million. The Blank Canvas platform remains the foundation for the Converse brand today.

“Our whole mission is to inspire originality and be an advocate and catalyst for creativity.” - Converse CMO Geo Cottrill

Converse raked in a reported $2B in sales in 2017, versus a reported $205M in 2001.