In 2012, Converse launched a new global campaign to reinforce its iconic brand: "Shoes are boring. Wear Sneakers." The idea was to reintroduce the word "sneakers" to the world and give it an entirely new meaning. SHOES are for job interviews, formal parties, and grueling training runs. Shoes are the normal people. Boring. SNEAKERS are different. They’re creative, spontaneous, and adventurous.

We wanted to create a conversation around it, so we set out to inspire people to act more like sneakers.