Converse Basketball & Innersect
- 2019
CONSUMER ENGAGEMENT MANAGER
Project 1
Freelance consumer engagement manager to work with Converse Marketing to re-launch Converse Basketball as a performance brand in the China market:
Collaborated with agencies to identify, cultivate, and seed Beijing basketball influencers with the latest Converse All-Star Pro BB performance basketball shoe
Opened the Wukesong Beijing Converse store with consumer engagement events celebrating Converse performance and retro style basketball footwear
As project manager, aligned Brand Communications, Social, Digital, Media, and Retail functions to devise Beijing City Attack basketball plan
Leveraged the ongoing FIBA World Cup to use Converse endorsers Abudushalamu Abudurexiti (China National Basketball team and Xinjiang Flying Tigers) and NBA Player Kelly Oubre, Jr. (then of the Phoenix Suns) for clinics and consumer events.
Project 2
Continued re-establishing Converse Basketball as an strong brand identity for the China market by using Shanghai Innersect Youth Festival as a launch point for the Converse Pro Leather basketball sneaker, through celebrating its basketball heritage and re-invention as a style icon for the next generation:
Briefed design, production and event execution agencies to design the Converse showcase booth around the Converse Pro Leather sneaker and related brand-iconography
Programmed Converse event schedule to include talks from international streetwear innovators Alex James from Pleasures, Shanghai style influencer and DJ Amber AKilla, Chinese fashion designer Yuzuki Shen and Chinese actor Bai Jingting, as well as consumer engagement activations on styling, customization, and limited edition product drops
