Converse's new marketing program is "far from a traditional advertising campaign," as it will "fund creative ideas that align with Converse's stated corporate priorities of environmental sustainability, diversity and inclusion, and youth development," according to Jon Chesto of the BOSTON GLOBE. Converse CMO Jesse Stollak said that one goal of the program is to "foster and reward creativity that shows a purpose or mission," much like what he saw in a student council campaign video made by Harvard students James Mathew and Ify White-Thorpe. As a result of their viral video, Mathew and White-Thorpe "landed an unusual role" with the company, where they will serve as brand ambassadors. The pair "will act as a sounding board for Converse, a direct way to plug into youth culture." Converse "will promote its captains and their work through social media and other digital channels." As part of the program, Converse is investing $1M into an "accelerator program, called Converse All Star Captains, over the next two years." The money "will be spent on quarterly stipends for 13 'captains,' starting with Mathew and White-Thorpe, as well as funding for their passion projects" (BOSTON GLOBE, 9/19).
