Shoe brand Converse has brought together the talents of Pharrell Williams, N.E.R.D., Santogold and Julian Casablancas as part of the brand’s Century celebrations.
The artists recently joined forces to create a brand new, all original music track, “My Drive Thru,” that will be distributed digitally free of charge to a global audience exclusively on converse.com and authorised Converse web sites around the world.
The song will be promoted, in part through Converse print, outdoor and online advertising tagged ‘Three Artists, One Song’. T
he advertising features the three artists as well as a range of emerging musical talent from across the globe, including Kid Sister, YACHT, Bradford Cox and members of Gallows, Fiery Furnaces, Does It Offend You, Yeah?, and Care Bears on Fire.
Converse’s current Century celebration is largely inspired by its role in disrupting the status quo over the last 100 years.
The Chuck Taylor shoe has been worn by musical icons ranging from Sid Vicious to current artists like Common and M.I.A.
Chief Marketing Officer of Converse, Geoff Cottrill, said, “As we celebrate the brand’s first century, we thought it would be fun to bring together Pharrell, Santogold, and Julian, to create new music together that bridges the styles they are known for.
“The results are everything we hoped for and we’re excited to add ‘My Drive Thru’ into the mix of music that fans will listen to this summer.
He added, “We are also providing a platform for a number of emerging artists from around the world. The music industry is changing and this partnership is about the music and sharing it with fans for free.”