Converse X is the brand’s hands-on partnership with young gamechangers who are just starting out on their creative journey.
The community is built on interactive moments where members are connected to the brand through a curriculum of workshops and activations. These opportunities range in scale; from educational moments with established creative/sport professionals to traveling abroad to further their network and collaborate with other community members.
Part of a global community outreach program, Hatch has been tasked with building the US talent pool. Employing a combination of performance marketing and AI analytics with some good old fashioned community face-to-face sourcing we bring together highly curated micro-influencers for some incredible experiences and opportunities to amplify their vision and tell their stories of progress using Converse as their platform.
Converse X launched the Los Angeles community, with nearly 40 new members on October 19th at a local venue in the Arts District with a meet-and-greet styled event, which was refer to as The Drop. This marked the beginning of North America building Converse X communities within the geography and was the 26th city launched globally in a 2,600+ member program.
Over 70 attendees— who we targeted within the creative, skate and basketball communities— received a pair of Chuck 70s or Chuck Taylor All Stars in branded bags upon arrival. Member pairs were customized with their Instagram handle, which generated contagious excitement.
Once members received their sneakers, brand ambassadors directed them to go onto the Converse X Instagram page. Here, they watched a series of welcome videos from rapper Jasper Dolphin. He provided more details about the program along with a call to action to post Converse-related content on their social platforms tagging @ConverseX #ConverseX for the chance to be selected into the next Converse X global experience around Camp Flog Gnaw.
Within 24 hours of The Drop, there were approximately 178 posts across Instagram stories and posts from attendees.
Since then, Hatch has continued to expand the member pool along with fostering relationships with each individual member. Members continue to interact on social platforms and have even become “faces” for the Converse brand.
