24 Hours in the Making
The Challenge
Converse stands as a brand connected to counterculture identity. The Weapon—an unsung legend on the hardwood—is an extension of this idea, but lacks salience with younger generations.
The Insight
“Subcultures” today are defined by fleeting aesthetics, -cores, and "eras." True subcultures still do exist. They’re just not always given airtime or picked up by the algorithm.
TKTK
The Solution
Provide an unfiltered look behind the scenes of the subcultures and groups challenging convention across East LA, New York City, and Barcelona.
We briefed three crews to document 24 Hours in Converse Weapons through their own lens—showing how they’re influencing their communities and shaping culture from the ground up.
Renegade produces underground events across New York City. They packed out a vacant waterfront lot for a rave in the early hours of an August morning.
Bikes on the Boulevard is a lowrider bike club for kids, representing generations of influence in Latino culture across Los Angeles.
They capped off the summer cruising through the streets of East LA, culminating in a community get-together at Elysian Park.
The Streetball Sants are the face of streetball culture in Barcelona, organizing games, tournaments and community events in the city’s Sants-Montjuïc district. We got a sneak peak at their final practice day ahead of a big weekend tournament.
Results
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0Plays
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0Unique Plays
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0Owned Impressions
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0Owned Engagements
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0Social Mentions
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0Tyler, The Creator Reposts
