The Nike owned athleisure footwear brand set up a pop-up coffee shop, called ‘Chuck Stop’, to reward the sneaker community and celebrate the launch of the new Off-White Chuck 70.
Converse created the pop-up as the centrepiece of a one-day event, held on 13 October near London’s Oxford Street.
It was an experience created to reward brand fans who purchased the Off-White Chuck 70 – the latest shoe line produced as collaboration with fashion label Off-White.
Anyone wearing Chuck Taylor clothing who bought the shoes from Offspring’s Selfridges concession (located on London’s Oxford Street) were given a Converse ‘coffee loyalty card’ which gave them entry to the nearby the Chuck Stop café.
The Chuck Stop itself was essentially a transformed Offspring store.
Inside, as well getting their complimentary coffee (and bagels), guests were invited to graffiti the Converse Chuck wall, to grab a free tote bag and socks and to take a photo at the community wall to enter the next ‘sneaker raffle’.
The experiential activation was designed by Hotel and delivered by experiential agency XYZ – both companies also collaborated on the ‘Converse One Star Hotel’ earlier in the year.
“Converse and Offspring wanted to reward their community and celebrate the Off-White x Converse Chuck Taylor collaboration,” commented XYZ managing director Will Mould.
“Over 600 people visited the Chuck Stop café, with people coming from all over the UK to get their hands on this limited release.”
Comment:
Despite being aching hip, we liked the initiative, but we couldn’t get the less attractive idea of an ‘Off Flat White’ out of our heads.
As much of an online PR initiative as an experiential event, the branded space saw the attendance of around 600 people.
This is just the latest in a recent avalanche of pop-up sports and sports shoe experiential activations.
Other recent, stand out examples of the trend include the Adidas Glitch ‘Chicken Shop’ (see case study), the Foot Locker/Nike ‘mobile ‘House Of Hoops’ courtside pop-up (see case study) and Björn Borg’s Amsterdam ‘Exerhighs’ (see case study).
We don’t expect it to stop any time soon.
Links:
Converse
https://www.instagram.com/converse/
https://www.facebook.com/converse
Offspring
XYZ
