Shoe brand Converse is set to roll out a new online platform as part of its Sneakers Would project, that will see ‘boring parts of the Internet’, such as adverts, turned into event invitations, games, GIFs and images.
Created by Converse, in collaboration with Anomaly Amsterdam and SuperHeroes Amsterdam, the project will pop up to internet users unpredictably in London, Paris, Barcelona, Madrid and Amsterdam throughout the months of September and October via interactive platform The Ticket.
The Ticket is a Chrome and Firefox extension and will aim to encourage Converse’s fans online to answer the question, “What would sneakers do?,” and to take part in array of impulsive opportunities in their cities. There are over 70 live shows planned across Europe as part of the project.
Rodney Rambo, VP marketing, Converse All Star explained: “We’re excited to bring the Converse Sneakers Would experience to Europe. The Chuck Taylor [shoe] has been a symbol of youthful spontaneity for almost 100 years, and we love that it continues to inspire people to follow their hearts and live in the moment.”
The project ties in with the launch of the shoe brand’s new Fall 2014 Converse All Star sneaker collection.