On Friday, December 9, 2011, Converse announced the continuation of its successful collaboration with sneaker retailer Undefeated — now for the first time in China. Globally recognized for its sport and military inspired identity and attitude, Undefeated worked closely with Converse to create the limited-edition Undefeated for Converse First String Holiday 2011 collection that includes fresh takes on the iconic Star Player and One Star Academy shoes.
To commemorate the launch, a special evening was hosted by Converse at JUICE Shanghai, the exclusive distributor for the collection in China on Friday, December 9 from 6:00 - 9:00 PM. To mark the first-ever launch of the collection to the Chinese market, Converse welcomed Undefeated founders James Bond and Eddie Cruz, along with Undefeated designer KB Lee. Over the course of three hours, over 150 guests arrived to preview the collection and meet the Undefeated crew along with Converse Director of First String/Premium products Ian Ginoza and the founders of JUICE Edison Chen and Kevin Poon.
Guests included local fashion designers Lu Kun, Chair Yuan; Chinese top models Paris Gao, Ann Wang and Ming Fei Ni; as well as famous Japanese photographer Yasumasa Yonehara. Internationally renowned music producer and DJ, Yusuke Hama aka Hamacide provided music.