INNOVATION
Pushing the envelope of the lifestyle brand with performance innovation focused on solving for comfort for today’s consumer. Typically focused on heritage products the Converse CX line was constructed with our consumer insights and needs at the forefront. Solve for fit, form, and function. Improvements to the upper were through stretch canvas and textile. CX underfoot foam for more cushioning which is a combo of PU insoles and Phylon midsoles. And the outsole was re-engineered to have more flexibility and rebound.
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Successfully managed product launch across Latin America, South East Asia, India, Australia, New Zealand, Eastern Europe, Middle East and Africa.
Built consumer persona to adress target audience across varying countries
Developed go-to-market and product launch plans aligning consumer person, positioning and messaging
Cross functional alignment with marketing, retail and commercial teams
Launnch playbook and guidlines
Set allocation to ensure pull market and health sell through metrics
Developed value proposition detailing features and benefits. Enabling tiering and channel plans
Created engagement tool kits for commercial teams; product education, guardrails, and guidance
Built and aligned product road maps to retain healthy growth metrics and retain pull market
Extremely positive results within South East Asia and Latin America. Younger consumers connected with the modern look and aesthetic while enjoying the lightweight and comfortable attributes.