Converse’s Earth Day Activation Aims to Take Out the Trash in Style

In the throes of work, I generally missed all the Earth Day efforts and activations from brands last week. There was one, though, that managed to grab my attention. It brought together many of my years spent in the sneaker game and a past client. It was noteworthy because it was relevant, thoughtful, creative, visually-arresting and timely. And, if you missed Converse’s Renew Labs Store, it’s still worth taking a look.

Check out this video to get grounded on the who, what, when, where and why.

I love the visuals. It’s a great integration of the brand’s “All Star” community in the way it was intended. Timely given the elevated awareness around Earth Day. And, importantly, it ties in product and gives brand fans, sneakerheads and general consumers a mechanism to get involved. I also dig the counterintuitive nature of “closing down the store” by selling it out…all for the “greater good.”

Like much of the content from the Nike family, this online experiences and relate content pieces are wonderful to the eye, creative and (potentially) engaging. Click around renewlabs.com to get a sense.

My one critique? It’s almost too clever and perhaps overly ambitious in connecting too many dots. All of the individual pieces of the puzzle make sense…as does bringing them together. But, when you do it, the completed picture is not crystal clear.

Regardless, hats off to Converse for a more ambitious-than-standard Earth Day effort.