Converse, the iconic sports shoe brand, is launching a range of
footwear across Europe containing a pioneering technology which it
claims makes the shoes lighter than competitors’ products.
The company will launch a range of cross-training, running, basketball,
skateboarding and ’eco’ or trail-running shoes next year, backed by a
multimillion-pound advertising campaign.
Jim Prior, product and marketing director for Converse Europe, said the
designs would be ’pretty radical’ to complement the technology.
The new Converse range contains helium gas contained in a special
polymer called ’Nanofilaments’. This gives the shoe superior cushioning
and energy return.
Converse has been working on the technology for three years. Prior said:
’This will be one of the lightest performance shoes on the market.’
The new range is targeted at an audience of athletes, as well as 15- to
24-year-old men with an ’alternative’ lifestyle.
Creative work for the new range is being handled by Converse’s
through-the-line agency, Exposure.
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