//converse × foot locker // experiential // music

converse sessions

Playing to a whole new audience.

//the idea

Toronto’s music scene has always been world-class. But without the right platform to get the exposure it needs, the City’s best talent remains largely undiscovered.

So we turned retail into a creative playground where musicians could experiment and create by giving underground artists in the City exactly what they needed: an underground recording studio… in the basement of a shoe store.

This project took home a CLIO Bronze in 2024 for experiential activation.

client: Converse × Foot Locker
where: Foot Locker, downtown Toronto
what: Experiential, retail, content
recognition: Clio Music Bronze
Ex Awards Silver
2X AICP Next Awards

//case film

1:56

Producer and artist at the mixing desk in the basement studio

Sessions in progress sign in the store window

Converse Sessions window takeover on the Foot Locker storefront

Grid of artists recording in the Sessions booth

record.
perform.
get seen.

100+ hours of free recording time for Toronto’s emerging artists. Book online, record in an hour, share it with the city.