DEMOCRATIC FASHION; ON THE CUSP OF TURNING 100, CONVERSE IS HOTTER THAN EVER, FROM ITS CHUCK TAYLORS TO SIGNATURE SHOES WITH NBA STAR DWYANE WADE.(Brand Democracy marketing concept)

Footwear News, December, 2006 by Newman, Eric

Byline: ERIC NEWMAN

"We don't own Converse anymore," said Dave Maddocks, chief merchandising officer of Converse. "The brand and its meaning are now owned by the consumer."

At a time when ever-more elaborate marketing campaigns and promotions bombard consumers with a matrix of manipulation, the idea of letting go should buckle the knees of any brand. But not so for Converse.

In 2004, Converse launched "Brand Democracy," a marketing concept in which consumers' home videos were used to tell their personalized Converse stories. The campaign ...