OUR

mission

Be the canvas for youth progress through sport, culture, and creativity

OUR

goal

Reintroduce ourselves to Gen Z by redefining what it means to be a classic

OUR

pov

TWIST

WHAT YOU

KNOW

TO CREATE

WHAT YOU

DON'T

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SPRING 20

WESTERN EUROPE

SEASONAL RECAP

TWISTED

RUNWAYS

3
RUNWAY SHOWS
220
UNITS SEEDED
9.9
M
SOCIAL REACH
47
M
UNITS SEEDED
45
SHOWROOM
APPOINTMENTS

WE KICKED OFF THE SEASON BY HAVING OUR GAMECHANGING DESIGNERS TWIST OUR CLASSICS AT LONDON FASHION WEEK & THEN USED PARIS FASHION WEEK TO GIVE A PREVIEW OF OUR UPCOMING ENERGY PRODUCT TO OUR MOST IMPORTANT COMMUNITY MEMBERS. SURGICAL SEEDING HELPED MAKE THE RUN STAR HIKE A STAPLE OF STREETS & FRONT ROWS ACROSS ALL OF OUR KEY CITIES.

EASTWOOD
DANSO

PUT HIS OWN UNIQUE TWIST ON THE INLINE PRO LEATHER

PARIA
FARZANEH

DEBUTED HER X2 BEING RELEASED THIS YEAR

FENG CHEN WANG

BOUGHT THE 2-IN-1 CHUCK & TWISTED JP TO THE RUNWAY AHEAD OF THEIR RELEASE

OUR LDN SOCIAL COMMUNITY HAD EXCLUSIVE BEHIND THE SCENE ACCESS VIA @CONVERSE_LONDON, ALONGSIDE THE BEST STREETSTYLE & AN INSIGHT INTO WHAT FASHION WEEK IS LIKE FOR 2 FASHION STUDENTS ATTENDING FOR THE FIRST TIME

OUR PARIS FASHION WEEK SHOWROOM SHOWCASED THE BEST OF OUR UPCOMING INCUBATE DROPS, LEADING WITH THE SKATE COMMUNITY & AN INSTaLLATION SPECIALLY COMMISSIONED AS PART OF THE POP TRADING COLLABORATION.

AND LONDON FASHION WEEK PROVIDED THE PERFECT BACKDROP FOR US TO START TEASING OUR TWISTED CLASSICS COLLECTION THROUGH WILDPOSTING.

TWISTED

CLASSICS

93.5
M
total campaign impressions
206
media placement
450
K
consumer traffic to .com
RSH
94
%ST
SELL THROUGH
CPX70
74
%ST
SELL THROUGH
CT70
84
%ST
SELL THROUGH
000
new community members

For them, the past isn't a memory box,
it's a toolbox to create the future

GEN Z

Twisted Classic Gen z

STARTING IN JANUARY, WE DELIVERED OUR MOST IMPACTFUL PRODUCT SUPERIORITY CAMPAIGN EVER, TAKING TO THE STREETS OF LONDON (& BEYOND) & DOMINATING SCREENS ACROSS THE GEO WITH OUR MOST TWISTED PRODUCT.

10X BUSES CARRYING MORE THAN 300K PPL & SEEN BY A FURTHER 9M ACTED AS GIANT RUN STAR HIKES & CPX70’S CIRCULATING CENTRAL LONDON DAILY.

AND WE CONTINUED TO BRING TWISTED TO LIFE, PHYSICALLY AND DIGITALLY, ACROSS THE INTEGRATED MARKETPLACE & PAID MEDIA.

CHAMPIONED TWISTED COMMUNITIES

WE CHOSE FOUR GAMECHANGERS WHO ARE TWISTING WHAT THEY KNOW THROUGH THEIR CREATIVITY TO BE THE FACES OF OUR CAMPAIGN & TO TELL THEIR STORIES.

WENDY ASUMADU
Make-up artist, model, creative

RIFKE SADLEIR
Web developer, artist

EASTWOOD DANSO
Multidisciplinary Designer, Uni student

LAVA LA RUE
Musician, Rapper, Creative

fon & fa

LONDON TWINS & CREATIVE DUO TOOK OVER @CONVERSE_LONDON FOR A WEEK TO SHOW US HOW THE PRODUCT INSPIRED THEIR DIGITAL ART.

Julia Wulf

AS THE FACE OF OUR TWISTED CAMPAIGN ON ABOUT YOU, JULIA TOOK OVER BERLIN, MUNICH, HAMBURG & COLOGNE STREETS WITH HER OWN TAKE ON TWISTING A CLASSIC.

Ramen
Polanski

WE PARTNERED WITH RAMEN POLANSKI & COURIR TO CREATE A SPECIAL TWISTED INSTAGRAM FILTER INSPIRED BY THE CAMPAIGN & THE COLLECTION.

Milan
gen z
squad

BRINGING THE BRIGHTEST NEW MEDIA TITLES TOGETHER TO SHOOT THE NEW COLLECTION & INTERPRET WHAT A TWISTED CLASSIC MEANS TO THEM.

TWISTED

COURT

CREATIVE

all star

SERIES

TO KICK OFF OUR PRO LEATHER PUSH, we championed All Star creatives by giving London youth a place where they could come and experience the brand. Over the course of 3 days, we delivered a platform where kids could come and learn, craft, celebrate and customize with us.

3
K
Gamechangers Attended
2
K
Creations fabricated 
24
Retailers Attended
11
M
Social reach from retailer posts
80
Media Attended
17
M
comms reach

PRO

LEATHER

568
Units seeded
24
M
reach
141
K
consumer traffic to .com
32
%
Sell Through at SNS (pre covid19)
21
%
Sell Through at SNS (pre covid19)
14
%
Sell Through at SNS (pre covid19)

Ignited energy through our pinnacle retail partners, personalised surgical seeding & comms placements

SNS

slam
jam

LAUNCHED OUR PARTNERSHIP WITH KEY GAMECHANGER OCTAVIAN TO CONNECT WITH OUR STREETSTYLE-INSPIRED AUDIENCE IN AN AUTHENTIC WAY

OCTAVIAN

MADE A STATEMENT AT ATHLETIC SPECIALTY RETAILERS ACROSS THE REGION

DEEPENED OUR ATHLETIC SPECIALTY CONSUMER CONNECTION IN KEY CITIES WITH GAMECHANGER PARTNERSHIPS EXPLORING OFF-COURT BASKETBALL CULTURE & STYLE IN ITALY & GERMANY

EGREEN
& AXOS
x
FOOT LOCKER MILAN

REEZY x KICKZ

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