10/18/13

Converse Sneakers R2 presentation

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WHERE WE LEFT OFF...

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 IN LATAM, SNEAKER IS NOT A SNEAKER.

46%

31%
23%

DON’T KNOW “A SHOE” TENIS

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Source: Online Survey. Q: What does the word “Sneakers” mean to you?
THIS MEANS WE CAN DEFINE
THE WORD “SNEAKER” IN
ANY WAY WE WANT

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WE CAN TRANSFORM IT INTO
A VERB,
A MANTRA, A WAY OF LIFE,
A TYPE OF PERSON,
A DESIRABLE STATE,
A COOL BUZZ-WORD
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THE TASK

SNEAKERS =
CONVERSE MINDSET

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THE CONVERSE MINDSET IS...

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A WAY OF THINKING AN ATTITUDE

A SPIRIT

A SET OF BELIEFS A LIFESTYLE 8

AND IT’S MOST ALIVE IN THE
CORE CREATIVE

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THEY DEFINE
THEMSELVES NOT
SIMPLY BY WHO THEY
ARE, BUT BY
WHAT THEY DO

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THROUGH THEIR ART, THEIR FASHION, THEIR
MUSIC, AND THEIR SPORTS

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THEY ARE CONSTANTLY IN MOTION 12
MAKING THEIR MARK IN
DISRUPTIVE YET MAGNETIC WAYS,
NEVER ASKING FOR PERMISSION
NOR RECOGNITION

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SO, HOW DO WE CONNECT
THIS SPIRIT TO THE WORD
“SNEAKERS”?

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THE ORIGIN

SNEAK·ER
ˈSNĒKƏR/

THE WORD "SNEAKER" WAS COINED BECAUSE THE RUBBER

SOLE MADE THE SHOE STEALTHY OR QUIET. ALL OTHER
SHOES MADE NOISE WHEN YOU WALKED.

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OUR TAKE

LIKE A NOISELESS SHOE, CORE

CREATIVES MOVE THROUGH OUR CITIES,
UNAPOLOGETICALLY LIVING THEIR LIVES AND
TRANSFORMING OURS.

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IN OTHER WORDS, TO BE A SNEAKER IS

TO SNEAK INTO THE SYSTEM

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