Converse, a brand synonymous with streetwear, creativity, and self-expression wanted to increase its presence within the skateboarding community in Toronto. And so, Converse endeavored to create a skate experience to energize Toronto skateboarders and generate brand love amongst this highly independent, discerning, and micro community.

Without a hero product launch, the experience had to:

• Create a physical and digital integrated experience to serve new and existing consumer audiences authentically.

• Inspire creativity and connect skateboarding and music in a new way.

• Inspire 300 skaters with our experience and reach 10M earned impressions.

Soundskates: A Sonic Skate Jam. An immersive indoor skate park where skaters create music through skateboarding. Working with our partners in the skate community, we designed interactive skate ramps that triggered sounds through skateboarding.

Working with local fabricators and ramp builders in the skate community, skate ramps fitted with motions sensors were created to trigger unique sounds when skated on. Partnering with local skate DJ Loukeman, we worked together to create a unique sound environment and curate the sounds of the ramps to inspire movement through music.

As skaters moved through the space, they triggered sounds that complimented our DJ’s original mix, inspiring their style through sound, and creating a constantly evolving soundscape.

Skate culture is where style, music and community collide. And skaters demand the unexpected and crave unexplored territories. They can be skeptical of brands co-opting or appropriating their style and community inauthentically.

Fourteen skate parks had been shuttered due to the pandemic and skaters needed new spaces to come together. To remind the skate community why the brand is iconic to skate, Converse created immersive experiences built by skaters, for skaters, that would welcome their creativity, style, and music.

We opened our doors on Dundas Street West, Toronto’s skate hub, and were met with overwhelming support.

150+ core skaters and skate adjacent communities attended the launch event, surprising 75 VIPs with Converse skate shoes. Pro Converse rider, Aaron Herrington helped to kick-off the sound experience and showcase his tricks on the ramps melodically alongside DJ Louke Man.

Our weekend activation welcomed consumers with open-skate, snacks, customizable totes, surprise giveaways of boards and equipment, and tunes.

Working with BTL (iconic Toronto skate shop + content creators), we conducted a shoot with Aaron Herrington, and DJ Louke Man to capture content at the activation. The content was shared by these partners, as well as on Converse’s social channels, throughout the weekend and the month of May.

Over three days, 503 skaters attended — a triumph given the community’s skepticism and limited media dollars invested. Through reaching the core skater, a halo was created reaching consumers of all ages interested in skate.

The skate experience resulted in over 15 million impressions and 3,400+ engagements on social, with 2.5 million+ in organic social reach and 24,000+ visits to Converse.ca.

All skate ramps from the activation have been donated to Toronto Skate Committee and now live on at skate parks in Toronto; bringing more skate to the community.