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CHANGING THE CONVERSE-ATION

The Abilities Network and All Access PR

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Converse launches "Changing the CONVERSE-ation," spotlighting diversity and accessibility in professional sports. The campaign introduces inclusive shoes, donating 50% of sales to the Special Olympics. The "Converse Abilities Network" celebrates differences in movement, learning, and expression. The network collaborated with three Special Olympic athletes, who assisted in designing the brand's new line of comfort shoes.

The Shoes

The "Converse: All Walk" line is a comfort shoe that includes a unique, customizable feature at a fixed price. Converse can ensure that every individual, regardless of their abilities, walks proudly in a pair of shoes that celebrates their individuality.

The Athletes

The developers include: Chris Nikic (four-sport athlete and first person with Down syndrome to complete a full IRONMAN), Mark Springuel (a cycling finalist who has competed Special Olympics for almost 30 years), and Raven Allen (a kayaking athlete who has competed Speical Olympics for 17 years)

The Speaker Pannel

Converse will launch the "Changing the CONVERSE-ation" campaign by hosting an event with a panel of Special Olympics athletes. The panelists and design team can answer questions about the design process. Previously, customizing a shoe was a luxury. At a fixed price, Converse ensures footwear never limits athletes.

The Walk of Inclusion

"The Walk of Inclusion: Converse for Change," is an event that brings together a diverse group of individuals to celebrate differences and introduce the line. Customers can provide feedback that will inspire the next wave of the All Walk Line.

The Audience

Ages: 16 - 24

Education: current high school students, high school graduates, college students, and college graduates

Location: Primarily U.S. Audience, however, audiences worldwide will be targeted because about 193 countries are represented in the Special Olympics, and Converse is a worldwide brand. 

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PESO

Paid Media

  • Sponsored Influencer Posts to create awareness of the shoe line and events that go with it

  • Paid Ads on socials (YouTube ads, Instagram and TikTok ads, Podcast Spiel and Radio Interview)

  • TV commercials on sports and other news networks

Media Mockups

Calendar

  • January 1: TV commercials, Influencer outreach starts with #CangingCONVERSEation, first giveaway information post, YouTube docuseries begins with a blog post to follow

  • January 2: Sponsored influencer posts and paid ads on socials will start running

  • January 3-14: continuing posts and boosting content

  • January 14: Launch date and Panel

  • January 15: Walk of Inclusion: Converse for Change event

Key Messages

  • Converse collaborated with the Special Olympics to best provide shoes that cater to different abilities to create a more inclusive world of athletic apparel.

  • The Converse: Changing the CONVERSE-ation campaign will be an evolving shoe line that is customizable for all types of abilities and bodies.

  • Converse let the athletes lead the conversations and directly tell the company what was missing in their current shoewear and how to fix it.

The following information is not intended to be factual but is part of a class assignment from August to December 2023 at the S.I. Newhouse School of Public Communications, Syracuse University. All information is intended to be sourced appropriately.

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