Keith Ape, a South Korean trap artist and rapper, recently paired with Converse to show off some of the brand's products in his 'Diamonds' music video.
The partnership is introduced at the very beginning and then colorful hazy effects take over for the majority of the rest, which includes Converse close-ups that make the brand's input clear. This is done by panning to Keith Ape as he wears the iconic sneakers throughout -- including shots that show white high-top Converse hanging out of a speeding car, trudging through the rain, glowing in black lights and much more.
The use of psychedelic effects make the close-ups less obvious however, as the viewer is subjected to a variety of other shots that aim to generate a nightmarish atmosphere. With its Keith Ape partnership, Converse is better able to appeal to a specific demographic of urban Korean consumers who are fans of his music.