R/GA have crafted a great new site for Converse. The user experience has a really creative feel to it, perfectly matching the brand’s image. There’s a really novel filtering system based on colour, as well as the usual more corporate structures. And the fluidity you get when navigation the main image area, really adds to the overall feeling of freedom and self expression.
The whole site is constructed around two main themes – product and experience. Product is covered off by a healthy display of cool temptations, with one really nice feature being the ‘Create’ area, where the user can design their own, unique shoe. Experience is tackled by a series video clips and blog style content, allowing the user to fully connect with other Converse converts.
Overall the brand feels more earthy, gritty and real than its larger sport brand competitors. With less polish than Nike and less celebrity than Adidas, Converse seem to have crafted a real ‘people’s brand’. R/GA’s site is totally in tune with this proposition and the whole experience connects with those looking for true creative sporting passion.
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