A) Why they did and B) What 2 places (Besides FB) they checked for news each day
The result was a lengthy discussion on my Facebook wall with Vans wearers in one camp and Chucks in the other. The overwhelming sentiment from a Converse All-Stars wearer was that they had been wearing them for decades and had a few pairs in rotation, let's call this wearer the "Legacy Consumer". Most LC's have been wearing Chucks since before the Nike buy out of the brand and have noticed some quality issues/changes since then but still continue to wear them because they are comfortable, durable, casual and cheap enough for a good pair of sneakers. One male wearer said they are "lightweight, durable and breathable which really cuts down on man Stinky Foot". Noted. Some wearers, including a past PHD Director, Andrea Wolinetz, have passed along their love of Chucks down to their offspring and even take professional photos in them.
Some of the places people mentioned they checked for inspiration, news, etc (outside of Facebook) were: Huffington Post, Netflix, Google, Instagram, Daily Mail, The Fashion Spot,
Opportunity: Obviously, LC's have a love affair with their Chucks and they should be looked at as Converse brand evangelists and perhaps focused upon in continuity media as well as ancillary media plans.
Some friends wished to share pics of themselves in their Converse All - Stars, suggesting their might be some sort of #OOTD with your Chucks kind of campaign program that Converse could easily and efficiently sponsor.
Chucks on friend Mya Birrell
Andrea Wolinetz, a legacy consumer with her son Rory in their Chucks
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