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Converse Hopes to Court Gen Z with a New Twitter Video Series

Converse Gen Z Brand Refresh

For its first installment of a larger brand refresh, Converse will launch a celeb-fueled video series on Twitter on Tuesday geared toward the Gen Z audience.

The series was inspired by the casual, off-the-cuff format of public access TV in the ‘80s and ‘90s. Each episode has a celebrity host who will invite their friends along — a mix of artists, activists and innovators — to help reflect on matters they find important. (Brand-centric topics will be avoided, though all guests will, of course, be wearing Converse.) Miley Cyrus and Maisie Williams (of “Game of Thrones”) host the first two episodes. Read more

What It Means:

It’s not surprising Converse is reaching out to Gen Z with stars like Miley Cyrus and Maisie Williams with fresh content. But they are highlighting folks that challenge the status quo such as veteran circus stunt performer Carla Wallenda and a 66-year-old pole dancing champion named Greta Pontarelli. Converse is hoping that the shows being hosted on Twitter and YouTube along with strong and impactful shows will be entertaining to a wide demographic to drive customers to purchase their product.