Converse Weapon

Where every other brand was looking for the latest thing and following the hype, Converse was boldly releasing a nearly forgotten shoe with a storied past grounded in O.G. basketball greatness.

Our line, “Create History Not Hype,” speaks to Shai and Converse’s shared mindset, challenging our audiences to bravely go against the grain to be truly unforgettable.

The original 1986 Weapon campaign featured two icons, Magic Johnson and Larry Bird. The iconic key visual had the two legends standing back-to-back, holding their respective team’s colorway like a gun with the tagline “Choose Your Weapon.” Great line and art direction for ‘86, not for 2024. For the relaunch, Converse needed an updated visual tone, nodding to the legacy ad, and new messaging that, at once, positioned the shoe and defined Shai’s narrative within the brand.