NBA ATHLETES FOR CONVERSE CHUCK TAYLOR
A Chuck Taylor shoot with five NBA players, set up like a tunnel walk and media day, for Converse's push into sports retail. Featuring Jrue Holiday, Payton Pritchard, Jalen Duren, Brandon Miller and Converse athlete Kelly Oubre Jr., all in the classic Chuck Taylor All Star colors.
BRIEF
Chuck Taylor was heading into sports retailers with no assets to support it. We needed creative that would feel legit to that customer, and NBA players were the obvious way to get there. Converse Basketball's roster is small, so we worked with Nike Sports Marketing to bring in some of their athletes alongside ours.
OUTCOME
Converse backed the work with a Times Square buyout that ran for a couple of weeks. It also ran in-store at Dick’s Sporting Goods nationwide and on Converse's social channels.
ROLE
Concept and art direction. The tunnel walk idea was mine. It's become a huge part of how players show their style off the court, and I hadn't seen anyone build a shoot around it. I worked with the photographer and set designer on the look and feel. We shot everything in one day in Las Vegas, during Olympic basketball training camp and NBA Summer League, when all the players were in town.
Photographer: David Cabrera · Set Design: Isaac Aaron