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Rue One STar PARIS * 24TH MAY * 2nd JUNE

With the ambition of making One Star the summer sneaker in Paris for youth, we connected in a unique way with the local streetstyle community just before We Love Green festival.

Leveraring two strong Incubate One Star drops - MadeMe & Golf Le Fleur - we partnered with Starcow like never before. We took over two spaces showcasing One Star, creating for a few days, a hub disrupting the status quo and delivering on the anti-hero mentality in Paris, ''Rue One Star''.

#WINTOGETHER

CONVERSE X MADE ME / 05.23
CONVERSE x GOLF LE FLEUR / 05.29

ACT I - MADEME

05.24 - 06.02

To make the collaboration with MadeMe, a NYC streetwear label, relevant for Parisian girls, we partnered with two strong Parisian voices for females, adding their local point of view into the mix. The Starcow door dedicated to female consumers was totally transformed into a full yellow teenager room, reminding us something young Londoners experienced at the One Star Hotel. And to elevate the narrative and drive awareness among daring youth, we shot exclusive content with Paulette Mag, relooking at MadeMe 90's inspirations through the lense of Paris.

With more 300 people for the launch event, social media platforms massively covered live what happened in the street that night, where all the Parisian cool kids, driven by the influence and authority of our collective enjoyed that 90s energy vibe.

ACT II - GOLF LE FLEUR

05.29 - 06.02

Paris was the center of the world for 2 days, as the latest Converse x Golf Le Fleur drop was pre-launched globally at Rue One Star. Located a few meters from the MadeMe space, we took over an aging galerie at the corner of the famous 'rue St Honoré' to make it the unmistakable space for Tyler fans and streetwear connoisseurs.

More than 500 kids crowded the street to be the first to experience and buy the new GLF release. Those kids literally went crazy when up-and coming French rappers, Lean Chihiro, Dimeh & Slimka showed up in the store for a showcase concert, broadcast live on Konbini Radio.

Even Leo Mandela who came in Paris to attend Tyler the Creator's performance at We Love Green festival, stopped by the shop with the 'Basement' crew from London. Hypebeast was there too, and we brought everyone to connect with Lomepal in his studio, meet Pierre Kaczmareck from After Homework label and Arthur Kar from L'Art de L'Automobile in his garage.

To impact the streets of Paris and face youth, MadeMe and Golf Le Fleur drops were displayed on the walls of Paris through a massive wild posting campaign, reaching the doors of We Love Green.

To conclude this week in apotheosis, Converse was extremely well represented at the feet of our collective and of thousands of festival-goers carrying our products. But again, Tyler broke the news. He revealed an unreleased Golf Le Fleur One Star on stage, a story all sneakers medias related.

KEY NUMBERS

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