15 Feb Converse and the 100 Club
The 100 Club, London’s iconic Oxford Street music venue has been saved from the threat of closure through a tie-up with lifestyle apparel brand Converse. The future lineup was looking shaky due to rent increases, and despite a flurry of stars coming out in support of the club, things were looking bleak.
The sponsorship deal with Converse is being lined up to introduce the club to a new generation, yet retain its independence. The club will not change its name, and it’s not an ownership or shareholding deal.
Converse and the 100 Club both share a love for music and this partnership is a great opportunity to reunite the 100 Club with a generation who experienced history inside its walls, as well as introduce it to a new generation with a vow to bring the best in music to its legendary stage.
It will be interesting now to see how the partnership manifests itself, and whether Converse can help build a story that avoids nostalgia, and maintains their crucial air of authenticity.
image credit: Zigaboo Modeliste and his Big Chiefs at the 100 Club, London by Shell Daruwala