Converse: Create History, Not Hype

Our year-long collaboration with Converse culminated in a groundbreaking campaign that redefined the Converse Weapon silhouette, blending the brand’s storied legacy with the dynamic presence of rising NBA star Shai Gilgeous-Alexander. Our efforts, anchored in authentic storytelling and immersive experiences, culminated in a highly anticipated relaunch. Following the success of the “Create History Not Hype” campaign, Converse expanded our partnership, entrusting us with the brand activation at the NBA All-Star Game in Indianapolis. Our Industrial Design and Production teams transformed a parking lot outside Gainbridge Fieldhouse into a tangible representation of our "Create History" concept.


The activation was a multi-sensory journey featuring the Converse Weapons, a deep dive into Converse’s history, and four creator cabinets. These cabinets were curated by artists who embody the “history over hype” ethos, showcasing their art, personal artifacts, and the creative processes behind their custom-designed Converse Weapons. Inspirational talks from NBA legends, including Shai Gilgeous-Alexander, provided attendees with motivational stories about creating their own history.

In addition to the immersive structure, we introduced a unique shooting experience in collaboration with Lethal Shooter. Participants had the chance to win a pair of Converse Weapons by successfully making three challenging shots. Those who succeeded were rewarded with a special seeding kit, featuring a Zine designed to inspire them beyond the event.


This campaign not only celebrated Converse’s rich heritage but also set a new standard for brand activation, seamlessly merging creativity, storytelling, and interactive engagement.