Communication strategy includes actions on social networks
Converse has introduced a new look for the Converse Weapon in its low-top version, Ox, with brown as its main element and now also designed for the streets. The promotional strategy includes actions on social networks.
The Converse Weapon debuted in the basketball world in 1986 and has developed a strong connection with the game, the teams, the athletes and the sports enthusiasts. By evolving design, studying new trends and investing in technology, the brand has evolved the Weapon, while maintaining its roots in sports, art and music. The reintroduction of the pair to the market begins by serving these communities and allowing the next generation of creatives to rediscover it.
Created during the basketball “sneaker wars” in the United States during the 1980s, it was promoted by the “Choose Your Weapon” campaign highlighting the NBA rivalry between the Celtics and Lakers during that period. Starting in 2003, Converse began a series of reissues of the Weapon line. Earlier this year, NBA player Shai Gilgeous-Alexander was with the brand when Weapon returned to the court. As the face of Create History, Not Hype, the athlete was featured in the launch campaign for Weapon Old Money.
The Converse Weapon has transcended its original role as a basketball shoe to position itself as a stylish, casual footwear that blends heritage and contemporary style, celebrating individuality and creativity in everyday wear.
