"CHARLES CHARLES MAGALLS"
DIGITAL, SOCIAL, OOH
BRIEF: Launch the CONVERSE EOS basketball shoe by using existing free media options. Enter Charles Charles MaGalls, a fictional industrialist who harasses Dwyane Wade into a game of "one verses one." 4 Million people watched him in the parking lot step to the Olympic Gold medalist and NBA champion. Countless more peeped the taunting billboard in front of the Heat's home arena, got Wade's cell number off the jumbo-tron, and read about MaGalls on DEADSPIN.