For a brand that’s over 100 years old, it’s remarkable to think that Converse have managed to remain the ubiquitous synonym for modern cool when it comes to footwear. With their latest campaign ‘Shoes are Boring. Wear Sneakers’, they again stake their claim as top dog, reaffirming their positioning as a brand that’s for the unconventional, the risk takers and the fun havers.
It’s testament, we reckon, to their long history and status as cultural icon, that they’re able to get away with making such claims. Particularly in the UK, every man and his dog probably has a pair of Converse in their wardrobe, and despite their unrivalled popularity, they are still able to be seen as not mainstream, and almost ‘exclusive’ to a particular group of hipsters and individuals that one can become part of by rocking a pair of All Stars. It’s an impressive marketing feat, and one that’s served them well.
In this latest campaign, we see the regular 9-5-er juxtaposed against the Converse wearer. Beige vs colour, office vs party. It’s nothing we’ve not seen before, and in the hands of another brand has the potential to be crass or vulgar, but here it’s done with simplicity, fun, and, importantly, positivity. We see key moments in an ideal Converse wearers life – the after party, the urban sport. Bread and butter Converse, you could argue, but with the humorous, self concious touches (getting frisky on a fruit and veg stall, for example), it feels fresh and new.
Whilst we’re still partial to a good brogue or Chelsea boot, we know what we’re wearing this weekend. How about you?