Nike HK's Converse renews contract with Flare Communications Group

Nike Hong Kong's Converse Branch has appointed Flare Communications Group to renew a one-year contract after working together for three years. Over the past three years, Flare Communications Group has rejuvenated the brand and driven awareness among the local millennials. Due to the agency's strong commitment to the digital landscape and the profound experience in driving result-driven influencer campaigns, the “Converse lovers” community has been formed through engaged upcoming young talents from the music, art, and photography fields. 

With a strong reputation in the fashion and lifestyle industry, Flare Communications Group will continue to provide strategic counsel, PR, and social and influencer integrated services to boost Converse’s awareness, and revamp brand image among the young generation by building relatable and engaging content in the coming year.

While in Indonesia, Converse Indonesia collaborated with local artists Fivust and Wormo to paint environmentally-friendly murals in Fatmawati (South Jakarta) and Joglo (West Jakarta) areas in March last year, as part of its Converse City Forests campaign which aims to promote cleaner air. One of the completed murals (pictured), as seen on Wormo's Instagram page, showed four characters carrying the same pole, with each of them holding a potted plant. According to the artist, the mural follows the theme of "breaking barrier - racial equality". On a separate Instagram post, he added that the tagline for the murals are "bear the same problem, enjoy the same happiness". 

"We hope, with our mural, that people can recognise that anyone can participate in reducing pollution," Wormo said. MARKETING-INTERACTIVE has reached out to Converse for additional information.

According to Converse's official campaign website, the mural uses Graphenstone’s ecological air purifying paint to eliminate harmful substances such as carbon dioxide, formaldehydes and gases. The paint’s lime base absorbs carbon dioxide during the drying process, acting similar to a tree. This way, any surface coated with it becomes an active air-purifying surface that helps protect people from harmful substances. As a result, this improves the air quality around the murals. 

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