Close To Market | Converse

In an effort to move at the speed of culture and drive significant growth, the team kicked off an initiative that allows us to put trend-forward campaigns out at a third of the time the typical process takes. The process entailed having the full campaign shot, designed, and written in one day, with about a week of lead time to start brainstorming. So far, the first campaign, Cowgirl Chucks, that "coincidentally"dropped on the same day as Beyonce's Cowboy Carter, proved to be a success for both sales and the brand's place in culture. The second campaign, "It's Your Serve," was also strategically dropped the same weekend "Challengers" hit theaters.