Our Side Of The Screen: Converse Skateboarding Site
Posted by meredith on 01-14-2009
Today’s second Ypulse Youth Advisory Board post is the latest installment of our YAB feature Our Side of the Screen from Libby Issendorf. This time Libby takes a closer look at Converse and the site that the brand recently launched to promote its new skate line. Remember, you can communicate directly with any member of the Ypulse Youth Advisory Board by emailing them at youthadvisoryboard at ypulse.com.
Our Side Of The Screen: Converse Skateboarding
First, let me just admit: I’m not part of the target audience for ConverseSkateboarding.com. But when I heard about the iconic sneaker company’s foray into skate shoes, I was intrigued to see how Converse had positioned its product line extension online.
I was immediately impressed with the stunning art direction and beautiful photography. In the site’s Ambassadors section, the hair silhouettes of the Converse skate team are hilarious. The blog does a great job covering news and art from the skating world (again, I can’t speak from the target’s perspective.) That said, I’d be curious to know what actual skate fans think of the Converse Ambassadors. Having never heard of any of these names, I can’t comment on their popularity. But I love the artsy pictures and super-short video pictures for each skater.
My favorite (as well as the most useful) part of the site is the Google Maps skatemap mashup. Users can see skate parks near them, read reviews, and have the option to check out nearby food, music, art, bars and last, but not least Converse dealers. The whole site is like the map: simple, with enough branding to be informative but not overpower the content.
ConverseSkateboarding.com will succeed if it keeps adding new content to its map and blog. By encouraging skate fans to comment on blog entries and add pictures and ratings of their favorite local skate parks, Converse can turn its product site into a rich online community for skaters.
About Libby Issendorf
After growing up on a farm in North Dakota, Libby Issendorf moved to Minneapolis to attend the University of Minnesota. She discovered her passion for brands and media as a member of her school’s first-place National Student Advertising Competition team. After graduation in 2008, she began her career as a media analyst at an advertising agency. Libby works on media placement and targeting for national brands like General Mills and Land O Lakes. Outside of work, she loves blogging, playing sports, consuming gratuitous amounts of pop culture, the Minnesota Twins, being really geeky with her iPhone, and driving to see her boyfriend, who lives too far away.
Categorized under: Youth Advisory Board
January 15th, 2009 at 5:32 am
I love Converse and the original Vans skater shoes were very close to them in style but canvas outers are not practical for skating and “proper” skate shoes moved on with more padding etc. Now we’ve gone full circle and Converse have tried to copy full-on skate shoes. Problem is they’ve not listened to skaters. Without more substantial material near the outer edge of the foot, these shoes will quickly wear out due to Ollie and other trick wear from the grip tape on top of the board. There’s a great brand fit (far more than Nike which is taboo to true skaters – although Adidas are getting some traction). With its brand heritage, I’d hate to see Converse confined to the wannabe market alone and look forward to seeing how their skate show lines develop.
January 15th, 2009 at 10:21 am
Thanks so much for the insight, David…you can tell by my review that I’m much better suited to critique the marketing aspect of Converse Skateboarding than the actual product! I agree that the Converse brand makes a lot more sense than Nike/Adidas. Hopefully they hear feedback from people like you and are able to produce a more practical product.
January 15th, 2009 at 3:03 pm
Tragically, Nike now owns the Converse brand, which is why I don’t buy ‘em no more and switched to Vans.
March 1st, 2009 at 6:34 pm
i have skated the cons pro leather, and they were some of the best vulcanized soles i have ever skated
dont get me wrong though vans are legit, but they are more on the narrow side the converse being a bit wider at the toe
i recommend trying a pair forsure