The Converse Fall 2010 brand campaign is all about igniting the Star Chevron franchise in China. Converse has staked the brand’s claim in the creative side of skateboarding, aiming to inspire Chinese youth to live their life with passionate creativity and to empower skaters to take responsibility for the growth of their own scene. “Change the Game” documents the rising tide of China’s independent youth, through the lens of skateboarding. Converse sent its first-ever China skate team on a 20-day journey across the country, to discover new spots for skating and to explore the emerging creative communities around skate. The film launched on November 13, 2010 to the excitement of the skate and indie communities alike.The film features Xu Ying, Du Minggen, Fu Lingchao and Luo Jianshen, four of China's most adventurous, up and coming skaters. The journey was inspired by the skateboarders themselves—all spirited travelers. The team visited 5 cities in China—Shenzhen, Wuhan, Xining, Dali, and Kunming—taking trains, planes and automobiles across the country in search of new spots. As the journey unfolds across the vast and diverse landscape, the four skaters tell their own stories and reveal their motivations for pursuing an unconventional lifestyle and the sport that they love.

The film premiered in 3 major Chinese cities, and community screenings took place in 17 cities nationwide with over 3500+ attendees. 50,000 DVDs were released in 174 stores across 32 cities nationwide. The film was also released online with over 1 million views in the first month of launch via various paid or SNS media, and generated 137% increased traffic on the brand site. It has garnered 55 media features, covered in print, online and TV with more than 300,000 user posts across 230 web portals and SNS sites.