ATLANTA — Converse Inc. is commemorating its 100 years in business in 2008 with the global launch of a new advertising campaign the N. Andover, Mass.-based athletic footwear and apparel company has dubbed Connectivity
Connectivity, the company said, celebrates 100 years of disrupting the status quo. It features legendary icons from the worlds of music, art, sports and fashion, including James Dean, gonzo journalist Hunter S. Thompson, and Sex Pistols bassist and punk idol Sid Vicious.
These cultural heroes from the past are shown connecting with today’s influencers, including female rocker Joan Jett, eclectic urban music star M.I.A., Green Day’s Grammy award-wining front man Billie Joe Armstrong, and basketball player and Converse athlete Dwyane Wade; as well as regional icons from around the world. These include the U.K.’s Ian Curtis and Jefferson Hack, Spain’s Carlos Diez, China’s Cui Jian and Australia’s Darren Cordeux.
The campaign is being rolled out around the world this month in more than 75 countries across the EMEA, Asia Pacific and the Americas via a mix of print and outdoor, digital and integrated brand marketing executions. Regional adaptations of Connectivity will roll out locally through spring 2008 with country-specific Converse icons joining the campaign and line-up.
“Converse is the footwear company that was first in sports and first in rock n’ roll,” said Geoff Cottril, chief marketing officer, Converse. “Connectivity is an exceptional global campaign that fully captures our spirit and brand ethos celebrating true originals. The campaign is bold and iconic saluting those people—past and present—who push the boundaries of creativity, who inspire originality and who embody the values of the brand.”
Converse, a wholly-owned subsidiary of Nike, Inc., is perhaps best known for its Chuck Taylor All-Star shoe.
Connectivity is a fully integrated marketing campaign created by New York City-based creative agency Anomaly.
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