Converse ‘Unity Laces’

PROJECT DETAILS

An estimated 2.9 million African migrants live in South Africa, seeking work and better opportunities. But unfortunately, South Africa is one of most hostile destinations in the world for them. As a brand known and loved throughout Africa, Converse wanted to add its voice to the call to stop xenophobia. Introducing Converse Unity Laces. We identified the African countries that have the most expats living in South Africa and used each of their flags to inspire lace designs, with one half of the lace representing an African country and the other half representing South Africa. When laced, the two countries become intertwined, symbolising African unity. Unity Laces were launched in Converse stores on Africa Day on the 25th of April with a never-seen-before poster installation to bring to life the limited-edition range. Each installation was made up of two posters, each with larger-than-life eyelets on a Converse shoe. With Unity Laces, the posters were joined together, showcasing various African countries uniting with South Africa. Customers received a free pair of limited-edition Unity Laces with every purchase of Converse, which in turn sparked a conversation around prejudice against foreigners and inspired Africans to celebrate their differences, embrace African unity and stand united against xenophobia.

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.