Converse is the first fashion brand in the UK to integrate TikTok’s HTC+ with a live event
Converse, the original basketball brand, chose TikTok, the leading destination for short-form mobile video, as one of their partners for the Converse Creative All Star Series — a new ongoing program from Converse that brings together Converse’s global collective of creatives and shines a light on local content, across sport, music, art and key cultural moments.
This partnership is ahead of the trend and used creativity to bring together the online and offline worlds in a unique way. The collaboration included two moments, first Converse asked the TikTok community to engage with the brand by creatively customising their Converse. Submissions included leather work, digital adaptations, painting, hydro dipping, doodling, accessorising and even making Converse out of Blu Tack. A competition element offered the participants the chance to win tickets to Creative All Star Series, Converse’s new ongoing programme that shines a light on local creatives. In a second moment, TikTok joined Converse Creative All Stars Series, which took place during London Fashion Week, and hosted a ‘Creator Customisation station’. This creative event had the participation of some of TikTok’s outstanding creators who live streamed the event, giving their followers the opportunity to watch and get inspired.
Inam Mahmood Director of Monetisation and Partnerships at TikTok UK said, ‘We’re very proud of this collaboration with Converse. It’s inspiring to see how their classic product and event inspired our community to express themselves through art. This creative and commercial partnership is the first to integrate the new HTC+ with a real life event, showing how TikTok can bring its creative community together online and offline.’
TikTok’s Hashtag Challenge Plus (HTC+) is a premium iteration of TikTok’s infamous Hashtag Challenge which allows brands to show off their product range and generates in-depth engagement with the challenge. The HTC+ launched through some of TikTok’s top UK creators, including @tootymcnooty, @surfaceldn and @jameslewis. This was the first partnership to hero TikTok’s creators with event integration and amplification, bringing together Converse fans and TikTok’s creative community.
TikTok has a diverse and creative community and offers its users limitless possibilities for self expression. Through this online and offline collaboration, the platform offered Converse the opportunity to achieve their goal of connecting with the next generation while inspiring them to embrace their individuality and strengthen their skills through experiences that mobilize creativity and exchange ideas.
Some of TikTok’s top UK creators got involved with the challenge each with their own style: