Jill Salzman
  • About
  • Resume
  • Graduate Work
    • Chuck Taylor Converse
    • Segmentation Study
  • Undergraduate Work
    • Shook Kelley
    • The Co|Operative
    • Eli Lilly
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​​Product Relaunch: Converse Chuck Taylor

The Ask: 
Relaunch an existing product 
The Problem: 
Chuck Taylor is iconic and has already been changed once (i.e. the fail of the Chuck Taylor II). 
Our Solution: 
Lean into the classic design and the users who turn classic into unique. 

What we learned about chucks and their wearers: 
1. Converse has been around A LONG TIME. 
2. The Chuck Taylor design is essentially unchanged since its inception.
3. People love to buy a pair of chucks and make them more individual. 
4. There's not much to hate, except maybe that they're flat, but even flat can be good (google: Chuck Taylor + weight lifting). 
​5. They're universal: everyone from grandma to grandchild owns a pair. 
6. Competitors aren't really an issue - Chuck Taylor sits in its own "white space". 
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How do we relaunch a classical, iconic sneaker in the modern and populated sneaker market?
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​Own the White Space. Lean into the classic shoe that gave consumers their Individuality in the first place.

Chuck Taylor: A Manifesto 
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Introducing: Chuck Taylor City Series 

A shoe designed with the heart of a city in mind by a local artist within each city. Combine Chuck Taylor's classic design and consumers' added individuality with a shoe that speaks to the consumer directly: where a person comes from.
Launch it to be the most hyped shoe event of the year: 
  • A teaser on the Chuck Taylor website
  • Promo videos showing creation of shoes from artists 
  • Sneakercon presentation
  • Create buzz online with sneakerhead journalists 
  • Billboard ads that are individual to each city
  • Local murals that highlight city icons
  • Limited release - not available online, stand in line and wait

Teammates: Robert Blanton (ST), Nick DeLeon (ST), Max Gunn (CBM)

The Co|OPERAtive      Shook Kelley      Eli Lilly      Alt. Health Methods
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  • About
  • Resume
  • Graduate Work
    • Chuck Taylor Converse
    • Segmentation Study
  • Undergraduate Work
    • Shook Kelley
    • The Co|Operative
    • Eli Lilly