Case Studies

Challenge:

Already a legend at the heart and sole of basketball, Converse introduced the first high-tops worn by professional athletes. Its Chuck Taylor All Stars have been the essence of the brand since 1908. But now, acquired by Nike, this global leader had to morph Converse into a fashionable footwear brand off the court too.

Eight's Approach:

Eight defined the brand, captured the magic and scaled it up, quickly generating broad awareness and word-of-mouth by establishing Converse One Star as the essence of cool — the shoe for people who love music and fashion. Historic photos of pop icons wearing the sneakers attracted audiences across broad genres. To optimize and control the appearance of licensed products worldwide, designers needed guidelines and inspiration; stores needed to be re-fitted and logos redrawn for digital use. The brand style guide defines the indefinable by matching principles with imagery that embodies the essence of the brand. Now shoe boxes, shopping bags, t-shirts, press kits, invitations to events and stores project the same imagery and voice; no detail is left to chance. Design rules.

Result:

Converse looks more like Converse than it ever did before. New products have the mystique. To date over 750 million pairs of its classic Chuck Taylors have been sold worldwide.