With a flair for style and creativity, the American lifestyle brand welcomed everyone to its newest urban stomping ground with #CreateNext, a music and art fest
From Seulgi of Red Velvet’s casual comfort take on the Run Star Hike, to Carly Rae Jepsen bringing the timeless Chuck Taylor to red carpet events, to collaborating with A-list rapper Tyler, the Creator’s label GOLF WANG, Converse sneakers—in all its scores of styles and colors—have long been a staple in pop culture. Since its launch in 1908 in Massachusetts, the heritage sneaker brand has evolved from specializing in rubber-soled footwear to women’s basketball shoes, and to eventually becoming a bonafide lifestyle line that reflects a fun and versatile style.
Bringing a contemporary concept to reflect the brand’s new-age direction, MAP Active and Converse opened the American brand’s newest global-standard store in Manila in Uptown Mall Bonifacio. “This is the latest concept of Converse across the world. It’s as big as some of our store counterparts in other countries. It’s inspired by urban living. It’s ‘done-undone.’ The aim is to inspire people of all ages and of all cultures. And that’s what Converse really stands for,” shares Nick Jones, CEO of MAP Active, at the outlet’s ribbon-cutting ceremony.
Jones adds, “The selection of shoes was created for a Filipino customer. It’s not the same collection in Indonesia, Thailand, or other places outside Southeast Asia. Our designated Converse team will have created this collection for the Philippine consumer.” The Uptown Mall location also houses the brand’s newly-launched products like the Chuck 70 Plus and the Runstar Legacy CX.
After the ribbon-cutting ceremony, guests were ushered to the Uptown Mall Bonifacio’s courtyard for the global store’s pop-up event, where everyone was treated to party favors, a palatial grazing table from Holy Graze, and a steady flow of cocktails from Unique Verse Mobile Bar.
More than a massive presence in fashion and pop culture, Converse also believes in the creativity and spirit of the youth. This grand opening also featured talented artists in the local scene—including musicians, tattoo artists, and mural designers—to showcase their craft.
“As we all know, Converse is a youth brand. Our main objective is to spark progress in the creative community. The pillars of Converse are music, arts, and style. The brand continues to create products—not just products but campaigns and communications—to reach that audience,” says Arvie Dizon, Converse Philippines’ brand manager.
Through free tattoo sessions with Pao Carandang and Al Gabriel Castro, live graffiti by AC Bautista, and whimsical tote designs by Gene Rhobi, influencers, creatives, and celebrities were in for a truly experiential treat. Simultaneously, they had DJ Alfred and All Star Timmy, All Star Hoest, All Star Kate, and host All Star Dani to add the much-needed energy that got everyone up and dancing. The awaited live performances by Kiana V and Juan Karlos rounded out the night with their hits, exuding the distinct style that the brand embodies.
Converse’s relevance to fashion and the youth today is evident in the diverse demographics they have built their community around. With their newly-opened global store in Uptown Mall Bonifacio, the brand aims to bring their products closer to the Filipino youth more than ever.
