'Golf Wang' and 'Converse' Announced the 'By You' Program
Kanesa David — April 25, 2022 — Pop Culture
Since their partnership began in 2017, Converse and Golf Wang have created multiple vibrant sneakers inspired by the sneaker brand and style of the iconic rapper. Converse and Golf Wang have announced an exclusive event that allows fans to customize their pair of Converse shoes via the ‘By You’ experience. The limited-time program will enable buyers to customize a Converse ‘Chuck 70’ shoe canvas with the classic ‘Golf Wang’ logos and six base colors resulting in more than 100,000 possible designs. The collaboration primarily utilizes the high-top Converse to allow for maximum canvas space.
This program will only last 24 hours, running April 28th in the US and Western Europe at 10 a.m. local time.
Image Credit: Converse
This program will only last 24 hours, running April 28th in the US and Western Europe at 10 a.m. local time.
Image Credit: Converse
Trend Themes
1. Custom Sneaker Designs - The 'By You' program offers more than 100,000 possible designs, revealing untapped potential for customization in the sneaker industry.
2. Exclusive Limited-time Events - The program's 24-hour availability introduces a trend of creating exclusive experiences and heightening a product's value through scarcity.
3. Collaboration Marketing Tactics - The partnership between Converse and Golf Wang demonstrates the business benefits of teaming up with influential celebrities and brands in order to grow their audience and appeal to youthful consumer markets.
Industry Implications
1. Footwear - The customization options provided in the 'By You' program cater to millennial and Gen Z fashion trends, disrupting traditional footwear design and production.
2. Fashion Retail - The 24-hour exclusive program creates scarcity and contributes to FOMO (fear of missing out), representing an opportunity to capitalize on consumer urgency and demand for unique fashion experiences.
3. Celebrity Influencer Marketing - The partnership between Converse and Golf Wang demonstrates that the promotion of celebrity style and aesthetic is a powerful industry trend that can drive sales and brand recognition across different sectors.
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