Converse Global Energy and Purpose Marketing / ICNCLST

In 2018, ICNCLST was engaged by Converse to conduct strategic work for the brand, focused on Purpose and Energy Marketing.

Alongside sister agency Industry PDX, we tapped into the DNA of the brand name, unearthing the etymology of the actual word converse, irrespective of the brand. From our research, we proposed a Northstar: to spark meaningful dialogue with the brand and its collaborators and consumers.

The strategic proposition of “Converse. Con.verse” motivated several brand executions, one being the Converse All Star Series - an ongoing experience for a global community of All Stars to develop their voice and talents together.

Made for All Stars by All Stars, and powered by Converse’s creative network and collaborators, our research work manifested in a content series of one-of-a-kind workshops, conversations and talks. Below is perhaps the program’s most dynamic conversation between frequent collaborators Samuel Ross and Virgil Abloh.