OPPORTUNITY

Strengthen consumer awareness in new retail channels, distinguishing the authentic heritage of the Converse brand. Create a visual merchandising program for retail, building on American brand assets and adapting to an international market.

SOLUTION

We strategically created a flexible, retail POS program, maximizing the authentic core assets of "America’s original sports company," successfully connecting with consumers at multiple retail channels. We designed and manufactured retail signage, brand–centric displays, concept shops, and a web–based ordering system for sales representatives, all of which is adaptable across various store formats throughout the U.S.

In addition, we implemented a brand–building strategy that focuses on market specific research, concentrating on a creative platform. Aiming to appropriately adapt, create, and launch our unique, flexible POS components at retail in Mexico, we secured cultural relevance, while remaining true to the brand integrity and assets that were established in the United States.

BUSINESS BENEFITS (ROI)

• Expanded brand presence to an international audience
• Consistent brand identity across the globe
• Diversified brand strategy platform