“Creating from The Ground Up” - Celebrating Football Fan Culture and Creativity with Converse and Liverpool F.C. (LFC)

Celebrating the creativity and diversity that exists within football fandom, global brand Converse and professional football club Liverpool F.C. have teamed up with five young creative LFC fans, highlighting a new generation of grassroots, passionate football fans. The campaign will be released alongside the first Converse x LFC limited edition capsule collection. 

Titled “Creating from The Ground Up”, the partnership sets out to explore the different forms of fan culture and challenge perceptions of what it means to be a fan. Identifying five devoted supporters from different backgrounds, we’ll learn how young fans are taking inspiration from the club’s history, using their platforms and creativity to champion the Reds all while pushing for a more inclusive football fandom. The campaign will be released alongside the very first collaborative capsule collection by Converse x LFC. Featuring nine, dual branded pieces, the collection fuses the ethos of both brands with special references unique to football culture. 

We’re so excited to team up with one of the chosen LFC fans, Roopa Vyas. Raised in South Wales, Roopa’s passion for LFC was ignited by her father, a loyal Liverpool supporter. Her love for LFC grew so strong that she eventually moved to Liverpool to attend university and be closer to the club. 

We’ll be speaking to Roopa to discover more about her dedication to the sport, the incredible commentary work she’s doing and her role as a Director for ‘Her Game Too’ - a campaign aiming to stop sexist abuse in sport and change the future of football. Of Indian descent, she also hopes to build representation of ethnic minorities within the sport.    

Roopa will be featured in the Converse X LFC campaign alongside singer and musician Rain Castillo, multidisciplinary artist Stirling Rose Kelly, model and content creator Rubi Deschamps and rapper and spoken word artist Dayzy- all a new generation of creative football fans who express their support for LFC in different ways, using their creativity to shape their commitment to the Reds.

Through the partnership, both Converse and Liverpool F.C. aim to set an example for other fans across the world that are hoping to build a more inclusive, more creative and more diverse grassroots football community. 

Discover more in the short film below and read about the partnership at converse.com

Shoot Credits:

Talent - @dayzygram @sterlingrosek @raincastillo @roopavyas @rubideschamps

Director - @silencelola

Film Post Production- @searchpartyhq

Photographer - @blackksocks

Stills retouching - @thedigifairy 

Stills Grade - @blackksocks

Photographer Lifestyle - @charliebirch / Post Production - @charliebirch

Photographer Still Life - @studioamosfricke / Post Production - @rgberlin

Shoot Production - @revolutionproductions.co 

Music - @solomajormusic

Campaign - @thedigifairy 

Graphic Design - @sampembs

1st Assistant Director - Callum Carson

DOP  - @billyykendall

Camera Operator - Olly Bharat @olly.bharat

1st AC - Sarah Jones - @sarah_e_jones_camera

Gaffer - Mark Rickitt

Sound Mixer - Ed Eaton @edwardeatonaudio

Stylist - Hannah Elwell @hannahelwellstylist

HMU Artist - Ashley Jordon @ashleyjordanj

Brand Converse

Creative Direction @danichaleliveld

Creative Production @samsilvester

Art Direction @rosemary_pitts

Designer @hallometmelissa

Production Assistant @emma_j_dwyer