How Converse Is Strengthening Its Relationships With The Black Community
Image: “By Way of Revolution” by Helina Metaferia
Converse is one of the OG brands in the sneaker game. For over 100 years, Converse has showed out in moments of progress and history-making change. In most recent years the brand has provided support to show its ongoing commitments to the Black community. Let’s take a look at some of the brands efforts..
Since 2015, Converse har donated close to $3 million in grants to support the Black community. This is in addition to the collective contribution of $40 million from the Nike, Inc. family that is dedicated to ending systemic racism. Through initiatives focused on mentorship, accessibility, and creativity the brand has enabled transformative work to empower Black creatives. Converse is passionate about supporting Black creatives both inside and outside the company, now and in the future. Recently VP, Social & Community Impact and Global Communications Ilana Finley went into detail about 5 ways that Converse is planning to strengthen its relationship with the Black community.
Empowering A worldwide creative community
Converse has always been focused on unleashing the creative spirit through footwear and streetwear. So, it comes as no surprise that they are seeking new ways to support creativity within the Black community. Converse is looking at how they're partnering with Black creatives to not only celebrate creativity but how they can also encourage future careers. Converse wants to be seen as a company to work for and with. Through their Converse All Stars program they have taken a group of more than 2,000 creatives from all walks of life to put in front of the camera and behind the scenes in production work. Since 2021 more than half of independent partners who supported Converse campaigns and content have been BIPOC creatives
Investing in local Black artists
Investing in Black artistry is important, no matter how big or small. Converse teamed up with Hear, Her, Here, a grassroots campaign centered on art and creativity by launching a salon series for young Black women and sponsoring public activations in historically Black L.A. neighborhoods. Converse also joined forces with the Black Image Center on The Black Family Archives provided Black families equipment to catalog and preserve precious family photos. The brand has also sponsored the creation of 9 community murals by Black artists. Finley mentions that these same murals are optional Zoom backgrounds for her meetings to continue to celebrate Black artistry even in day-to-day operations.
BRINGING THE NEXT GENERATION IN
Telling the next generation that having a career with Converse is one thing, but showing them is another. Inviting the youth to witness some of the processes that go on behind the scenes and teaching them how to build, design and develop footwear and apparel allows for future generations to see themselves having a career in creative development. The brand’s partnership with The Possible Zone, a nonprofit that advances economic equity by teaching kids entrepreneurial skills, has shown younger BIPOC creatives that the possibilities are endless when it comes to having a career focused around the arts.
USING PRODUCT AS A READY-MADE CANVAS
Converse sneakers have been used as the canvas for creative expression for many years and through their various collections over the years they have told the stories of so many. They have collaborated with Black creatives Shaniqwa Jarvis and Sheila Bridges and have future collections in the works with WNBA athlete Natasha Cloud, Converse designer Marissa Bynoe, and Converse product merchandiser Javon Martin. In addition to some big names in the game, Converse has also shed light on some younger Black and Brown designers through their work with The Possible Zone and the Boyle Heights Art Conservatory in L.A.by having them help create jerseys for the Ruffles NBA All-Star Celebrity Game. The opportunity to design for a big NBA event is such a cool moment that could be a defining moment for any creative.
FOCUSING INSIDE THE COMPANY AS MUCH AS OUTSIDE
Last year was the introduction of the All Star Design Team Apprenticeship Program which brought in six creatives from diverse backgrounds who spent six months working with more than 20 members of the Converse team to learn all aspects of design. For two of these creatives, this once-in-a-lifetime opportunity turned into a full-time career. This particular program drives more representation and creates access to an artistic future.
It’s clear that Converse has made an extensive effort to support BIPOC artists and creatives through various avenues. This is only the beginning and we can’t wait to see what the future holds.