Converse Advertising Campaign : Express Yourself (Spring 2013) by Astrid Martin

Estate Catalog 2012

Cinderella proves that a new pair of shoes can change your life

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MISSION STATEMENT “Converse is Sneakers. And Converse is Change. We started on the court and got adopted on the street. We began as a rubber company, transitioned to sneakers and boots, and then we found basketball and reinvented the sport. The Converse Chuck Taylor All Star sneaker became the court sneaker; it stood for the game. From there we moved into other sports with new sneaker silhouettes like the Pro Leather, the Star Player, and the Weapon. The Star Chev01 ronAximili showedgnimetur up and became another Converse symbol. And just when we seemed to be destined forrrores athletes only – something happened. Tum faccabo et eaquiat. Aximili gnimetur? Quiatet omnistrum quatur? Os alicitae nati conse pla venis si sum que plabo. Ignatemquae in nulparum eati conet quos ulpa dolest imenemp oremodi isquam quunt arcipitatur? Suntotatur am harit quam videm aut quatur, inimolores dit laborempos magnatio Gia non exped etur? Quis mod utaerumque pellorio idenimus.

Converse sneakers showed up in rock clubs, on the streets, on rappers, on icons, on rebels and originals. It became the sneaker of choice for individuals. From All Star to Jack Purcell to CONS, Converse doesn’t confine itself to one style or definition. Be who you want to be in Converse

If you’re wearing Converse, you know who you are.

THESIS The Converse brand is the canvas of our lives. In this campaign we touch back on the ideals that converse was built upon.

Throughout the years, the converse brand has served the purpose of defining the individual wearing it. We want to capitalize on that idea, and push the boundaries to places that it has never been taken before.

The Birth of Converse The Beginning The birth of the American shoe began in 1908 when Marquis M. Converse opened the doors of the Converse Rubber Shoe Company in Malden, Mass. At first manufacturing galoshes (rain boots) was the chosen product of the factory, but with the pursuit to keep business running year round the desire to shift to athletic shoes was made. With the popularity of basketball, the Converse Corporation felt the need to create a shoe that could be worn while playing the basketball sport. In 1917, the Converse All-star was developed. Voila ! The Converse shoe we know today was born!--world’s first mass-produced basketball shoe. By 1921, Chuck Taylor, soon to become the grandfather/ambassador of basketball, introduced Marquis with new ideas to improve Converse shoes. One of the ideas was to improve traction and to place a leather sewn patch on the shoes to protect people’s ankles. Impressed by the popular design, Marquis named the new All-stars product “Chuck Taylor’s”. As a major figure in basketball, Chuck Taylor Converse became a huge influence in the new sport while also spreading the influence of the Converse brand along with him. For several decades Converse dominated the basketball arena all over the U.S. becoming the unofficial basketball shoe.

1930’s-1940’s Converse has traveled through the decades and seen America both at its best and its worst. During WWII, Converse contributed to the war effort by manufacturing a range of products (footwear, apparel, boots, parkas, and rubber protective suits and ponchos) under the converse brand name. In the 1930’s, the Converse brand began to become more of an influence in other arenas, with the Jack Purcell model, a shoe named after the badminton champion of the era, came in popularity for badminton and tennis.

1950’s-1960’s By the time the 50’s and 60’s rolled by, Converse shoes not only become an influence in sports, but also a part of people’s casual style. Hollywood stars and “boarding school boys” started wearing them, including James Dean. All Stars finally came in colors and blew up in pop culture (picture of British invasion and celebrities) From basketball, Hollywood, to even rock and roll, Converse Chucks became a symbol of American athleticism as well as the youth counterculture. The shoes became very popular with rock musicians, and the youth because of Converse’s distinctive looks, colors, and comfort---an alternative to the high priced high performance shoes made by Nike and other companies. As a result, Converse were more than just basketball shoes, they were fashion statements. As a result, Converse manufactured chucks in hundreds of different variations that included prints, patterns, unusual colors, and special models for different age groups.

1970’s-1990’s By the time the 1984 Olympic games rolled around, Converse finally became the official shoe of the NBA. At that point the presence of basketball and Converse was inseparable, especially after releasing their pro leather models. With the help of celebrity endorsements with Larry Bird, Magic Johnson, and Larry Johnson, Converse was able to stay center stage from other shoe competitors. Converse also had other celebrity endorsers such as Dr. Seus, Pink Floyd, Ozzy Osbourne,and many more. However, the glory days of the Converse company would soon reach its end. In the 90’s the company was having hard time and decided to file for bankruptcy in 2001. Luckily, the sentimental value and the presence of the Converse brand was too strong to diminish. Nike, what used to be a big Converse competition, ended up buying the Converse company. Changes towards cheaper manufacturing occurred after Nike closed all Converse North American factories and manufactured the iconic shoe overseas.

The New Millenium Converse has found life both on the courts as well as pop culture. To this day, Converse finds a place in everybody’s hearts. The brand enters its second century by honoring its heritage of seeing things a little differently, loving people who want to change the world for the better, and basically celebrating the spirit of rebellion and originality in basketball, Rock & Roll and anywhere else you find it.

1908

1918

Marquis mills converse founds the convers rubber shoe company in malden, MA.

1930

Converse is producig upwards of 15,000 pairs daily Canvas shoes production doubles

1915

Production of canvas footwear begins, offering yearround work ro Converse

Chuck Taylor’s signature is added to the All Star ankle patch

1921

Chalrles “Chuck” Taylor joins Converse with some ideas for All Star improvements and becomes America’s first endorser-player

1917 The world’s first perfor-

mance basketball shoe, Converse Star sneaker, comes off factory lines.

1991 Converse launches “Grandmama” advertising campaign

1984

Converse is the official footwear sponsor of the LA Olympics; the U.S. Men’s basketball lteam wins gold while wearing Converse

1992

The seventh “Grandmama” commercial premiers on televised broadcast of Super Bowl XXVII

1994

The All Star sneaker celebrates its 75th anniversary with 500 hundred million pairs sold globally

2001 Converse files for bankruptcy

Converse develops a low cut version of the All Star sneaker--the â&#x20AC;&#x153;oxfordâ&#x20AC;?--which soon becomes the shoe of choice for both pro players and those looking for a laid back, Wes Coast vibe

1935 Badminton champ Jack Purcell designs his innovative and durable signature court shoe

1939 First NCAA championship game held with both teams playing in Chuck Taylor All Star sneakers

1962

1942 Converse shifts production to support the war effort, designing A6 Flying Boot--worn by the entire U.S. Air Corp--and Chuck TaylorAll Star sneakers for training.

1966

The All Star sneaker becomes available in seven colors

2005 2003 Converse is purchased by NIKE, Inc. making it a whollyowned subsidary

Converse launches both itse firstever apparel line in conjunction with John Varvatos and the Dwayne Wade signature line

2006 Converse joins (PRODUCT) RED, becoming part of the consciousness consumerism movement

2008 Converse celebrates its 100th anniversary

Evolution of Converse Advertisment

Converse always made it a point that they were not only all American, but they were marketed as basketball shoes and nothing else. This example of Converse’s early advertisements demonstrates the three available colors offered. This advertisement made converse succesuful for several reasons. The message they communicated across was how the shoe allows you to”step out onto the court with confidence.” It was more than just a shoe, it was a lifestyle that made the difference of winning or losing. In addition, Converse were the pioneers of using celebrity endorsements, Chuck Taylor was a household name as a famous basketball player as well as the ambassador of the American sport.

“The Weapon” Campaign As the athletic shoe arena started to become more competitive in the 80’s, Converse decided to do what they did best--celebrity endorsements as they were promoting the new Weapon shoe. Not only was Converse associating itself with the most famous basketball rivalry in NBA history, but it also wanted to demonstrate the effectiveness of Converse’s new “biomechanical designed” shoe. A product that allowed players, especially NBA players, to perform better. During this iconic basketball era, most of America could relate to either Bird or Magic. Choosing a shoe, whether it be the Bird or Magic inspired Converse shoe, encouraged customers to pour their passion for basketball and essentially to choose the shoe (their weapon) to conquer their basketball battle.

Commercial: Magic and Bird Magic Johnson shows up at Larry Bird’s house showing off his version of Weapon Converse shoes. Larry Bird then challenges Magic with a basketball match. The commercial then ends encouraing viewers to choose the Weapon shoe of their choice.

Magic: I heard converse made a pair of Bird Shoes. For last year’s MVP

Magic: Well they made a pair of matching shoes for this year’s MVP

Bird: Ok Magic. Show me what you got.

The Bird shoe. The Magic shoe.

Bird: Yup

Choose your weapon

Print advertisements: Grandmama

QuickTime™ and a decompressor are needed to see this picture.

The “Grandmama Campaign” was the most successful and memorable sneaker ad in the 90’s. To promote Converse’s last signature models, The LJs, Converse decided to take a more corky approach. Larry Johnson dressed as his own grandmother, demonstrating how simply putting on the shoes allowed player Johnson’s grandmother to have the same basketball abilities as LJ himself. Essentially featuring the LJs in this cork light allowed many customers to be intrigued by the shoe, and of course, associating a hilarious character with the Converse brand that people will never forget.

Commercial: Grandmama

**Whistle**

“She’s the man.”

“Now watch this” In this commercial, Grandmama is seen driving through the neighborhood immediately catching the attention from bystanders. The commmercial then transitions to Grandmama entering the basketball court. By the time she puts on her Converse shoes, Grandmama busts in her great basketball moves shocking all the men in the court. “I told you. Stay away from the lane when Grnnny is driving.”

Converse’s Agencies Anomalyis a communications agency that was founded in 2004.

Since its birth it has been incredibly successful working with brands such as Budweiser, Coca-Cola, Chipotle Mexican Grill, American Express, Google, and many more. Anomaly put forth a great global campaign with Converse with the goal of introducing the artists of tomorrow. The campaign existed of 23 different artists from all over the world in a web-short series titled “You’re it.” Anomaly is still working with Converse.

Arnold worldwide

Arnold Worldwide has been around since 1946 and runs out of Boston, Massachusetts. It has worked with a handful of brands including Volkswagen where they are known for creating the “On the road of life there are passengers and there are drivers. Drivers wanted” slogan. Arnold Worldwide was behind the Dennis Rodman montage Converse commercial that many think put Converse on the map.

Global mechanic

founded in 2000, Global Mechanic has done small campaigns with Converse including “Sky” and “Ground.” They are known for their animated, creative advertisements specifically with stop-motion. They have worked with Nike, Bell, Microsoft, and more.

butler, shine, stern, & Partners BSSP was founded in 1993 and worked with Converse at the start of the 21st Century. Although Converse is no longer their client, they put forth many successful campaigns including “Wade,” with Basketball star Dwayne Wade, “Hello, Cleveland,” and “Brand Democracy.” Currently BSSP’s clients include Columbia, El Pollo Loco, Nokia, and more.

modernista!

Also based in Boston and also founded in 2000, Modernista! worked with Converse for three years on various print advertisements as well as a small amount of commercials, doing the most work in their final year together in 2003. Currently they represent Showtime, Sears, Nickelodeon, and more. Many think their most successful ad with Converse was “The Invisible Game” in which the basketball was the only object on the court, playing by itself.

Sandstrom partners

When Converse was struggling with bankruptcy, they went to Sandstrom Partners for help. Sandstrom developed a “Converse Shoe Boxes” campaign putting them back on the map. Within two years of the partnership Converse was bought by Nike. Sandstrom has continued to work with apparel and shoe wear companies like Adidas, Nike, and Columbia Sportswear. Other : Converse has also done smaller projects including many print advertisements with agencies such as; Houston Effler and Partners, R/GA, VSA Partners, and Yard.

Product Category: competitive analysis

Domestic Market Share 2012

5 Year Financials (revenues/profits)

Competitive analysis 1. Vans Commercial: “Off the wall” The Vans comercial features a Sea monster raising up from the water displaying a tattoo that reads 5 years, which signifies the anniversary of Vans. The sea monster comes accorss as a savage beast as he roars at the top of his lungs. The commercial takes a twist as he abrruptly pauses and winks. That’s when he brings out his microphone and skateboard calling out the shots of the skateboard competition that appears in front of him. (Aired APRIL 2013)

Printed ad: “Badass ball” Vans has a history of controversial advertisments that follow a rebellious theme. Many, like this one, display some form of drawn graphic, BMX activity, as well as a midle finger.

2. Puma Commercial: Puma features a professional runner running in slow motion. The camera zooms to the runnerâ&#x20AC;&#x2122;s shoes demonstarting how Mobium Eliteâ&#x20AC;&#x2122;s adaptive design comfortably expands and contracts with the foot. (Aired 2013)

Print ad Puma features their award of speed 2012 while also displaying many colorful graphics of bolts and stars capturing the spead and power of the puma shoe.

3. Adidas

Commercial: â&#x20AC;&#x153;360 coolâ&#x20AC;?

The commercial progresses with soccer star, David Beckman, running in the new 360 cool Adidas sneakers. Not only is he attracting peopleâ&#x20AC;&#x2122;s attention, but he also brings a gust of cool wind to keep him refreshed. (Aired 2013)

Printed ads: Selena gomez Adidas selected Selena Gomez to be the model in their latest printed ads released in April 2013

cONVERSE SITUATIONAL aNALYSIS

cATEGORY SITUATIONAL aNALYSIS

Target Audiences

Caitlyn

Holden

Shiloh

(Optimistic Rebel)

(Hipster)

(tesndster)

Caitlyn is 22 years old and lives in Venice Beach, California. She graduated from Cal Poly last year, with a degree in Fine Arts. She has always been the life of the party. She’s full of energy and drive but does her own thing. She loves art, music, fashion, dance, and comedy. She doesn’t live by the status quo and she can be foolish at times, but that’s what makes her, her.

Holden is 25 years old and lives in Seattle. He loves craft beer, riding his bicycle, and indie music. He lives for the night and city lights, and loves nothing more than spending time with his friends. He enjoys reading and playing with his dog Kobe. He went to community college and earned an associates degree in music production

Shiloh is 17 years old and lives in Chicago, Illinois. She’s a senior in high school and wants to go to college in the city to study fashion and PR. She is trendy, chic, and extremely outgoing. She’s always on top of it when it comes to giving her friends fashion advice and always knows where all the cool parties are.

The target market for the â&#x20AC;&#x153;Express Yourselfâ&#x20AC;? campaign is composed of males and females be-

tween the ages of 15 and 25. They predominantly live in urban-metro and suburban geographic areas and wear sneakers almost daily. Within this target umbrella there are three personalities that our campaign is targeting.

Optimistic Rebel.

Our primary target is the They can best be described as wide-eyed, young, creative types who spend their time partying, exploring, and discovering themselves. They live for the moment and can be wreckless at times, sometimes even foolish. They are inspired by art, music, fashion, dance, comedy, love and life.

Hipster

Our secondary market is the . Hipsters donâ&#x20AC;&#x2122;t conform to the status quo and in that way they are hard to reach out too. Once something becomes mainstream they loose interest. They are both innovators and revivalists, intrigued by the unknown, who love being different.

Trendster.

Our tertiary market is the Trendsters follow fads and what is seen as cool. They catch onto trends right when they begin to emerge. Trendsters love being the center of attention, are fueled by the media, and care about brands and labels.

Behind cURRENT CAMPAIGN:

sHOES ARE BORING, WEAR SNEAKERS With Converse becoming less popular In the basketball courts and seen more as a fashion statement in street fashion, Converse decided to move away from the basketball target audience and follow a more rebellious image. The product: The “Shoes Are Boring. Wear sneakers” Campaign. Essentially, Converse wants to come across as our partner in crime in ourmany reckless and out-of the ordinary shenanigans. As a result, this new campaign makes Converse a more edgy and rebellious brand. It wants to build a fearless character that young adult audiences would want to follow.

print Ads These print ads use eye-catching images that juxtapose rebellious and creative sneakers with “boring” shoes.

Agency: Anomaly, New York Country: United States of America Released: March 2013

Social media Youtube:

Converse’s description on their YouTube channel says: “Converse makes sneakers and clothes for individuals everywhere who live creatively, optimistically and rebelliously. Since 1908 and until-who-knows-when, we exist to provoke, inspire and go along with them—whether that's on a court, the green or the concrete, in a club, a studio or anywhere else.”

Converse’s YouTube channel has playlists of the commercials for their current campaign as well as videos of indie and underground musicians who are under Converse’s very own recording studio called “Rubber Tracks”

Commercial Converse’s current commercial presents the juxtaposition of shoes and sneakers. It is selling the out-of-thebox attitude of people who wear sneakers compared to those who wear shoes and stick to the norms.

Vine:

The new Vine app was released early in 2013, and since then it has been bought by Twitter. In April 2013, Converse partnerned with Urban Outfitters in a contest that asked people to post a Vine of their converse shoes.

Twitter and facebook:

Converse is very active on the two major social media platforms. It posts pictures of skateboarders, creative snapshots of Converse shoes and whatnot, and also replies to their followers. Converseâ&#x20AC;&#x2122;s Twitter and Facebook pages have content that are consistent with its current campaign.

Converse has been there to help America shine and pick the country up during hard times, now itâ&#x20AC;&#x2122; our turn to shine and to express ourselves. With basketball no longer the central focus of Converse, this new campaign embraces the unique qualities that each of us have and use Converse as an extension of ourselves. Whether we are students, skateboarders, musicians, rebels or hipsters we all have the instrument to liberate our soles!

Express Yourself: The Canvas of Your Life

Reasoning behind the Campaign At the start of Converseâ&#x20AC;&#x2122;s reign, Converse was originally marketed as a basketball shoe. However, as the years progressed and the competition increased in the basketball arena targets started to drift away from the Converse shoe. Ever since Nike picked Converse up, Converse gained inspiration by how street fashion uses Converse sneakers. Converse sneakers are not like any sneakers, they are shoes that can be customized based on our fashion tastes. From different colors, patterns, and styles, choices are never limited for customers.

print advertisements

For the optimistic rebel About: Optimistic rebels are all about having fun, living life to the fullest, letting their wild side shine through, and never letting anything get in their way regardless of what other people may think. This print ad sums this up in that it screams freedom. The freedom of no boundaries. The freedom to be who you want to be. The freedom to express yourself.

Media:

Thrasher Magazine, Skateboarding Magazine, Sports Illustrated, Surfer Magazine, Rolling Stone, Inked Magazine, Spin Magazine, Entertainment Weekly, Cosmopolitan

For the hipster About: Hipsters are all about being different. As society goes in one direction, they choose the road less traveled. They are all about discovering the unknown and living life according to their own rules. This print ad captures this concept as in one direction we have society, as depicted by the business people conforming to the status quo, whereas the the hipster is going the other way.

Media:Vice Magazine, Nylon Magazine, Wallpaper Magazine, Another Magazine, Draft Magazine, Photography Magazine, Spin Magazine, Paste Magazine

For the trendster About: Trendsters love people. They love whatâ&#x20AC;&#x2122;s cool and they are always sure to be on top of whatâ&#x20AC;&#x2122;s cool. They love being the center of attention as it fuels who they are. This ad perpetuates this idea in that the girls on the couch are having fun, being colorful, and expressing themselves through their trendy style.

Media:

National Enquirer, Star Magazine, Seventeen Magazine, People, Billboard, GQ Magazine, Details Magazine, Vogue, TeenVogue

Commercial

In our commercial we went about collecting user-submitted content with the purpose of making this campaign more engaging. The idea behind this approach is that viewers feel more in touch with content that they participate in creating. It's not about sending a one way message, but rather an open dialogue between the brand and our customers. This visual montage depicts converse shoes in all walks of our users lives, each one unique, and special.

GUERRILLA MARKETING With Converse's low advertising budget, Converse is known to use guerilla marketing as a way to get people thinking about the brand. In Converse recent campaign “Shoes are Boring. Wear Sneakers,” converse hired a number of street artists to paint their version of a Converse shoe, simultaneously following the street art trend. For our new “Express Yourself: The Canvas of your Life” campaign, we hope to follow this guerilla marketing with colorful footprints spray chalked in a variety of locations. From the front step of a library, a footprint in front of the bus station, all the way to a footprint in the middle of Venice Boardwalk, finding a new footprint will trigger an excitement in each person. Random positions of #ExpressYourself along with the Converse logo will also be placed as street graffiti art. Finding these random placings will urge people to post theses elements of guerilla marketing in social media. Our point is to not make this addition to our campaign look like an ad, rather a

serendipity

aspect in people’s lives.

Social media Our Facebook campaign will persist of our company serving our clients on the worlds most popular social media outlet. Here we will keep our customers updated on the newest gear, engaged with the newest happenings, and motivated to express themselves.

Our twitter campaign will persist of of our company constantly interacting with our followers. We will answer questions, share media, host contests, and ask our followers to use the hashtag #ExpressYourself when sharing content. We will tie in our footprint guerrilla campaign to increase the number of followers that we have.

Conclusion: With Converse’s hundreds of prints, patterns and models, Converse allows and encourages people to follow their personal creative tastes. With this in mind as well as Converse’s “Shoes Are Boring. Wear Sneakers” campaign—an embodiment of rebellion and edge—our “Express Yourself” campaign follows along the free spirit and reckless attitude. Converse shoes have been in America’s lives since the beginning of the 20th century helping us with each STEP of the way. Converse has walked along the basketball courts, rock concerts, the halls of high schools and the sidewalks of the streets. With the use of our commercial (based on user created content), three print ads targeting our target audience (the Hipster, the Optimistic rebel, and Trendster), as well as out guerilla marketing encouraging a more interactive social media site, we hope to maintain the low advertisement budget, but still increase our influence in a person’s day to day life. Converse shoes may have started out as athletic ware, but it’s this campaign that will help Converse adapt to the way society uses Converse sneakers as a fashion statement. Converse has been there for us throughout the decades, with our unique stories and tastes it’s up to us to tread on the story.

Express Yourself: The Canvas of Your Life. BBDO, Colin Lambert, Astrid Martin, Devon Norjean, Renevee Romero

Works Cited Anomaly. "About Us." Anomaly. N.p., n.d. Web. 13 May 2013. <http://www.anomaly.com/about.php>. -Used to find info for the agency. Arnold Worldwide. "Pete Favat - Arnold Worldwide." Arnold Worldwide. N.p., n.d. Web. 13 May 2013. <http://www.arnoldworldwidepartners.com/culture/people/pete-favat>. -Used to find info for the agency. Aseri, Ashraf. "Converse Company." Scribd. N.p., n.d. Web. 13 May 2013. <http://www.scribd.com/doc/51910525/ConverseCompany>. -Information about background, situation analysis, and financials. BSSP. "BSSP Clients Category." Butler, Shine, Stern, & Partners. N.p., n.d. Web. 13 May 2013. <http://bssp.com/category/clients/>. -Used to find info for the agency. "Converse." AdForum. N.p., n.d. Web. 13 May 2013. <http://www.adforum.com/directory/xA:a1184:g/ads/converse/>. -Information about who former agencies were and what advertisements they were behind. "Converse All-Star Image." Bloomberg Business Weel. N.p., 25 Apr. 2008. Web. 12 May 2013. <http://www.businessweek. com/stories/2008-04-25/converses-all-star-imagebusinessweek-business-news-stock-market-and-financial-advice>. -Used for history information. "Converse Brand Profile." Converse Financial Report and Brand Results. ADVB Strategic Minds, n.d. Web. 13 May 2013. <http://fashionbi.com/brands/converse>.

-The financial information used. "Converse Branding Magazine." Branding Magazine. N.p., n.d. Web. 13 May 2013. <http://www.brandingmagazine.com/ tag/converse/>. -Used to see advertisments. "Converse Celebrates a Century of Shoes." Boston.com. Boston Globe, n.d. Web. 12 May 2013. <http://www.boston.com/ business/gallery/converse100/>. -This was another website used for history. It displayed the evolution of the Converse shoe. "Converse Global Campaign." Nomeno. N.p., n.d. Web. 13 May 2013. <http://nomeno.tv/Converse-Global-CampaignAnomaly>. -A review of a past campaign. "Converse Inc. Competition." Hoovers. D&B, n.d. Web. 12 May 2013. <http://www.hoovers.com/company-information/cs/ competition.Converse_Inc.ec6db8689a75a503.html>.

-Information on competitors.

Converse Inc. Situational Analysis. N.p., n.d. Web. 13 May 2013. <media.wix.com/.../31a476_cb513cd206da5c61589d075aeabe0abe. pdf?>. -Deep analysis of Converse’s competition history and the strengths and weaknesses of all. Dukcevich, Davide. "Converse Loses Its Footing." Forbes. Forbes Magazine, 22 Jan. 2001. Web. 13 May 2013. <http://www.forbes. com/2001/01/22/0122converse.html>. -Information on Converse when it was failing. Global Mechanic. "Global Mechanic Media." Global Mechanic. N.p., n.d. Web. 13 May 2013. <http://globalmechanic.com/home>. -Information on the agency. Globe Staff. "New Ad Campaign Celebrates Converse’s Brand." Boston.com. Boston Globe, 24 Sept. 2010. Web. 12 May 2013. <http:// www.boston.com/business/ticker/2010/09/new_ad_campaign_1.html>. -Information on a campaign used by Converse. "A History Of Converse Shoes." Web log post. A History Of Converse Shoes. N.p., 10 Mar. 2008. Web. 13 May 2013. <http://www.blameitonthevoices.com/2008/03/history-of-converse-shoes.html>. -This website offered the mission statement and history. "The History of the Converse All Star "Chuck Taylor" Basketball Shoe." The History of the Converse All Star "Chuck Taylor" Basketball Shoe. N.p., n.d. Web. 13 May 2013. <http://chucksconnection.com/history1.html>. -This website laid out the history of the Converse brand that we utilized for the history section as well as the timeline. "Marketing Analysis and Planning." Marketing Analysis and Planning. N.p., n.d. Web. 13 May 2013. <http://www.ukessays.com/essays/ marketing/marketing-analysis-and-planning-marketing-essay.php>. -An analysis of Converse’s market. Modernista! "Modernista! Home." Modernista! N.p., n.d. Web. 13 May 2013. <http://www.modernista.com/>. -Information on the agency. "Nike, Inc. Class B." Morningstar. N.p., n.d. Web. 13 May 2013. <http://financials.morningstar.com/income-statement/is.html?t=NKE>. -Financial report of Nike. Sandstrom Partners. "Case Studies." Sandstrom Partners. N.p., n.d. Web. 13 May 2013. <http://www.sandstrompartners.com/work/>. -Information on the agency. Tan, Dorothy. "Converse Ad Shows That People Who Wear Sneakers Have More Fun." DesignTAXI. N.p., 15 Apr. 2013. Web. 13 May 2013. <http://designtaxi.com/news/357065/Converse-Ad-Shows-That-People-Who-Wear-Sneakers-Have-More-Fun/>. -In hopes to learn more about Converse's current campaign, we used this website to utilize the previous ads as well as their objectives. This website also laid out advertisements from the past.