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". |
How do we relaunch a classical, iconic sneaker in the modern and populated sneaker market?
Own the White Space. Lean into the classic shoe that gave consumers their Individuality in the first place.
Chuck Taylor: A Manifesto
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:
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Teammates: Robert Blanton (ST), Nick DeLeon (ST), Max Gunn (CBM)