# Connecting Dead & Alive Icons Converse Centennial 'Connectivity' By Ayman | Published 2008-03-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/converse-connectivity References: [arabaquarius.blogspot](http://arabaquarius.blogspot.com/2008/03/converse-connectivity.html) As a celebration of 100 years in the footwear business **Converse** is launching a year-long global centennial “Connectivity” campaign. The campaign pairs up legendary dead icons across the worlds of music, art, sports and fashion, with emerging (and alive) ones. The sneaker company features “cultural heroes” like James Dean, Sid Viscious and Hunter S. Thompson “connecting” via infused feet with today's influential stars like Joan Jett, M.I.A, Billie Joe Armstrong and Dwyane Wade. Geoff Cottrill, Chief Marketing Officer, Converse said: “Converse is the footwear company that was first in sports and first in rock 'n' roll. We are extremely proud of our history and excited about our journey into the next century. "Connectivity is an exceptional global campaign that fully captures our spirit and brand ethos celebrating true originals. The campaign is bold and iconic saluting those people - past and present - who push the boundaries of creativity, who inspire originality and who embody the values of the brand.” The complete uninterrupted ad (see below) features from left to right: Hunter S. Thompson, Dwyane Wade, Sid Vicious, M.I.A., James Dean, Karen O, Common, Joan Jett and Billie Joe Armstrong. Dead stars are pretty hot these days, see another campaign that uses dead icons in new ad compaigns: ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 50% | Activity: 18% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What's Driving This Trend - **Celebrity Pairings:** Opportunities to connect deceased cultural icons with emerging live stars in various industries for marketing campaigns. - **Cultural Heritage Branding:** Branding opportunities to celebrate brands' history through connecting dead and alive icons in various industries. - **Icon Salutation:** Ways for brands to salute past and present cultural icons by highlighting their influence and contributions across industries. ### Who This Affects Most - **Footwear:** Opportunities for sporting and fashion footwear brands to pair up historical and emerging celebrities in marketing campaigns. - **Music:** Opportunities for music industry brands to highlight legends and new artists' connections in their marketing content. - **Fashion:** Branding possibilities for fashion brands to infuse their marketing campaigns with dead and alive cultural icons, honoring their contributions to the industry. ## Related on Trend Hunter - [Black Heritage-Inspired Campaigns](https://www.trendhunter.com/trends/black-joy.md) - [Storytelling-Forward Footwear Campaigns](https://www.trendhunter.com/trends/old-meets-knu.md) - [Collaborative Heritage Sneakers](https://www.trendhunter.com/trends/cocacola-converse.md) - [Stop-Motion Film-Inspired Footwear](https://www.trendhunter.com/trends/converse-and-coraline.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Canvas Co-Branded Hi-Top Sneakers](https://www.trendhunter.com/trends/chuck-taylor-2.md) - [Ambassador-Focused Footwear Campaigns](https://www.trendhunter.com/trends/vans.md) - [Multi-Generation Footwear Campaigns](https://www.trendhunter.com/trends/will-your-wings.md) - [Custom Artist-Joined Shoes](https://www.trendhunter.com/trends/charli-xcx-by-you.md)