CONS by Converse:
CONS hired us to execute an in-store launch activation campaign for the CONS collection centered around a 7 city US campaign for their iconic retro Aerojam shoe. The program consisted of having a top tier Hip Hop act doing an in store event in each city over a 48 hour timespan. 7 cities, 7 artists, 7 retailers, 48 hours, 1 shoe.
The CONS Aerojam was affectionally known as the “Grandmama’s” during its initial
release in the mid-90’s. With this iteration of the shoe, CONS could not take advantage of the
original branding elements behind the mid-90’s marketing campaign so we had to direct the
consumer towards the lifestyle elements of the shoe.
It is well known that Basketball, Video Games and HipHop are all married at the hip, thus,
MAS partnered with each of CONS’ major regional retailers to bring a great release date event
to each of the 7 retailers. Retailers include: Shoe City in DC, Jimmy Jazz in Harlem, Shoe Palace in Las Vegas, City Gear in Atlanta, Villa in Chicago, Ubiq in Philly, Sheikh Shoes in LA.
Each retailer received a customized event focusing on either a Rap Battle or Video Games and
centered around the Aerojam Release. The Rap Battles were labeled “ CONS 16 BARS”and the
winners of LA, NYC, ATL and LV were all flown to NYC at a later date to record their own exclusive track at the CONVERSE RUBBER TRACKS STUDIOS.
Stadium Status was able to leverage its relationships with some of todays leading Hip Hop acts such as Pusha T, Juelz Santana, Stalley, Joe Budden, Sage the Gemini, Jim Jones and Crooked I in order to secure their participation in the 7 city program. MAS also brought forward Mobile Units in 3 of the cities for 7 days pre and post the localized event to garner local attention from the consumer. Each unit was equipped with a Mobile Portrait Studio and we engaged pedestrians to take photos and post on their social media as well. Finally, we interacted with the top Hip Hop station in each city and handled artist drops and media buys for each radio station to further drive awareness to the local events.
The project was able to garner close to 30MM impressions from a media coverage and
social media perspective. Each of the artists engaged the social media aspect of their partici
pation and that went a long way in amplifying the message that the CONS Aerojam sneaker is
both embraced by the Hip Hop community and is a forced to be reckoned with in the OG Retro craze that the young urban consumer is after. CONS plans to release more iterations/colorways of the shoe during ’14 and ’15. Each of the retailer accounts were well satisfied with Stadium Status’s performance and the client’s expectations were exceeded.