Street culture is foremost about the streets; it’s also about the city and its community. To launch the new CONVERSE CONS Breakpoint sneaker pack, we wanted to celebrate four of Europe’s greatest cities, home to four leading sneaker stores: Footpatrol in London, Patta in Amsterdam, Solebox in Berlin and Starcow in Paris.
To bring these distinct cities and their urban cultures to life, we designed and published a Breakpoint magazine. Each city curated, and localised, its own content by commissioning graffiti artists, skaters, sneakerheads and photographers in its network.
Not only did our concept inform the retail environment in each city, but it positioned the collection within a credible sphere.
We printed 150,000 magazines per city, earned significant social media coverage – 93,000 likes on Hypebeast and Converse Instagram accounts – and achieved 72% product sell through.