According to Ad Age, Converse commissioned reclusive Strokes’ frontman, Julian Casablancas, to help celebrate the brand’s 100th birthday.
The home of Chuck Taylor is hoping a new song, “My Drive Thru,” featuring Mr. Casablancas, Pharrell Williams and white-hot indie songstress Santogold, can renew the century-old shoe brand’s status as the indie music scene’s footwear of choice.
Geoff Cottrill, chief marketing officer for Converse, said “My Drive Thru” ties in comfortably with Converse’s heritage of aligning with the independent minded. “We call them optimistic rebels,” he said. “They’re the core of what our brand stands for — being an advocate and catalyst for creativity. … We wanted these guys to come together, create a piece of music and share it with anyone who wanted it.”
Added Mike Byrne, executive creative director for Anomaly, Converse’s creative agency of record, “I think by having Pharrell produce the track, we knew we would get something that wasn’t hip-hop or pop or rock. This year is the Converse century, and we’re definitely celebrating our heritage of challenging the status quo in art, sports and fashion. It was a nice ode to all the people who helped build this brand.”
Unfortunately, I can’t locate the song on the Converse site. However, Stereogum is taking care of business.
