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Converse has just brought back one of its most iconic sneakers after fans expressed their need for it on popular social media platforms like TikTok.
This model is none other than the "Chuck Taylor All-Star XXHi," more commonly referred to as "Knee-Highs."
In an Instagram post from the renowned sneaker brand, it revealed that its decision to bring back the pair was influenced by a bevy of netizens calling for its return.
Together with social media firm Day One Agency, the brand rounded up several comments on social media asking for the sneakers.
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Some declared that the Knee-Highs were "all they want in this world," while others openly "begged" in various comment sections.
"Knee highs? I'm tryna be in my 2011 whip my hair era," another jokingly quipped.
Finally, the All-Star maker listened.
Converse CMO Rodney Rambo told Ad Age that in posts and conversations the company would have with consumers, they would often hear something like "Hey, bring back the XXHi," regardless if the videos were about the model or not.
"And that really caught our attention," Rambo added.
A Long and Winding Road
The relaunch of the highly anticipated sneaker wasn't a simple decision for the brand. In fact, according to Rambo, Converse's social media efforts around the XXHi's return took about two years.
It was in 2021 when the brand first spotted a TikTok comment asking them to bring back the "knee-highs."
Notably, it came at a time when Y2K fashion experienced a huge resurgence in the app, alongside emo culture popular in the early to mid-2000s.
From here, pleas to bring the XXHi's back quickly escalated, with the hashtag #KneeHighConverse garnering an estimated 33 million total views on TikTok.
Simple requests "turned into yells," and Rambo explained that the brand would see five to eight comments on each video asking for the sneaker.
"The consumer point of view really pushed us into a space where we knew we had to get back into delivering what their ask was," shared Rambo.
In the consumer landscape, Converse is just one of many brands pouncing on the strategy of listening to their consumers and responding with a full-scale social media marketing campaign.
Recently, Glossier went over to Reddit to hear out customer complaints toward the new formula of its famous lip balm, "Balm Dotcom."
After it found that consumers preferred the old formula over the new vegan-friendly one, it launched "The Comments Section," a campaign where Glossier staff openly read negative comments users would throw at the new Balm Dotcom.
"Bullying works," one user commented.
Listening to consumers by monitoring social media comments is a great strategy to endear your brand with your target market.
Converse Officially Brings Back A Classic
Following the initial announcement, Converse launched a short spot on Instagram made together with 3D artist duo PAX&Q to unveil the Knee-Highs' epic return.
It kicks off with an animated render of the shoe box, with designs of the Knee-High's laces stretching from end to end.
View this post on Instagram
As the box opens, viewers find a regular pair of Converse All-Stars, before it magically transforms into the coveted XXHi's.
Through a mix of animation and live footage, viewers are treated to a visual delight, emphasizing the exaggerated length of the Knee-Highs.
The video has already garnered 1.1 million views and nearly 150,000 likes on TikTok, with people wanting to know if it's only available for a limited time, scared that they would sell out fast.
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