• by Fern Siegel , February 26, 2024

Converse has been part of skate culture since the sport’s inception, nearly 75 years ago. So it's no surprise its new brand campaign "We Create Next" is targeting the next generation of skaters.

The creative work, by McCann New York, will run on Instagram, Tik Tok, YouTube, X and out of home.

“Skateboarding is more than an activity; it's a mindset that defies the ordinary. No one views the world with the same audacity as a skateboarder, and we're making that mindset accessible to everyone," Shayne Millington, Chief Creative Officer, McCann New York, told Agency Daily.

"'We Create Next' is a declaration of a commitment to pushing beyond boundaries, challenging the status quo, and inspiring the world to embrace the bold creativity that defines us.”

Campaign participants include skater Zion Effs, rapper Tyler, the Creator and Alexis Sablone, an American professional skateboarder who ranked 12th in the world as of July 2021. In June 2019, Sablone, who is also an architect, collaborated with Converse to release her first pro model sneakers.

Separately, Converse reissued the Weapon earlier this month. Shai Gilgeous-Alexander of the NBA's Oklahoma City Thunder is the face of the new era of the classic sneaker. The Converse Weapon was first worn by Larry Bird at the 1986 NBA All-Star Weekend. Gilgeous-Alexanders is also featured in a revamp of the famed “Choose Your Weapon” campaign.

McCann New York's client roster includes NYX makeup, Mastercard, Smirnoff and Microsoft.