Converse transformed the mundane retail checkout into a moment of artistic connection by reimagining the "last mile" of the purchase journey: the lacing.
To combat the "box-and-bye" transaction, we turned the iconic Chuck Taylor into a true blank canvas, empowering store associates to evolve from inventory checkers into creative stylists. Through a blend of physical "Lacing Bars" and a digital ecosystem of DIY tutorials, we bridged the gap between social media inspiration and physical application, proving that while you can buy shoes online, true self-expression happens in the shop.
Lace it Up
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Lace it Up *
Bridging the gap between digital instruction and human connection by building a seamless production ecosystem designed to captivate and educate.
High-energy, mesmerizing video loops acted as in-store magnets to draw customers in, while a custom tablet app transformed associates into instant experts with an interactive "menu" of styles. By combining crystal-clear video tutorials with tactile "Lace It Up" stations, we demystified the art of lacing, ensuring the experience was not just about watching a screen, but about hands-on creation.
Tying your shoes became the main event.
Staff traded the usual inventory talk for fun styling sessions, using the app as the ultimate icebreaker to actually bond with buyers. Customers stuck around longer to vibe with the new looks, and that energy naturally spilled over onto social through user generated content. By adding a little swagger, we leveled up the love for the brand and proved that the coolest customization is the one you do yourself.