SHANGHAI — Converse has handed China PR duties to Burson Cohn & Wolfe (BCW) following a competitive review.

The two-year contract will see BCW manage the PR and communications strategy for Converse in China, focusing on building buzz around the company’s brand and product lines. Converse previously worked with Shanghai boutique Pure.

BCW, meanwhile, takes on the assignment after Burson-Marsteller formerly handled Adidas' lucrative China consumer PR remit. For Converse, the agency will also aim to 
produce creative content and experiential activations.

While Converse global sales have declined in recent quarters, the Nike-owned brand continues to expand in Asia, where China is a double-digit growth market.