RUN STAR TRAINER

Converse asked for a launch that cut through a Samba-dominated market: position a new low-profile, sport-heritage model for a femme-first audience; prove it travels across identities, subcultures, and trends; make it the go-to over competitors.

Samba saturation, culture locked in. Our challenge was twofold: win attention for a new low-profile Converse without nostalgia dumps, and still signal deep roots so it felt inevitable, not copycat. Speak in "now," show selective heritage receipts, make versatility the headline.

I built a three-part platform that met her where she was, then surprised her into caring. We seeded the silhouette at Hypegolf, our Hypebeast tentpole, where sport and style overlap; a quiet teaser that built real interest. Then I flipped trends into a story with a tongue-in-cheek Hypebae lookbook mapping the micro-movements shaping culture and showing how the shoe travels across style tribes. Finally, we made it tactile: the lookbook became a zine, and two high-traffic NYC drops invited people to grab it, learn the shoe, win pairs, and taste "flavors of style" as iced confections; an IRL wink that kept the idea fun, editorial, and shareable.

As creative lead, I stayed on from concept to asset delivery. I set and protected the narrative throughline; partnered with our art director to define the visual language across activations and content; and shaped the Hypegolf seeding and photo experience. For the zine, I built the style-tribe framework and, with our art director, guided a stylist in crafting distinct looks. I wrote the editorial structure for our copywriters; designed the zine-activation plan the client selected; and oversaw build and QA: look and feel, where we staged the drops, and what people engaged with on site. In parallel, I steered the social and editorial executions.