Topo Chico x Converse

Background: In May 2024, Topo Chico partnered with Converse to debut a limited-edition sneaker and apparel collection — uniting two iconic brands with deep roots in art, culture and music. To design the line, the brands enlisted acclaimed Mexican American street artist, Victor “MARKA27” Quinonez, whose vibrant “Neo-Indigenous” aesthetic drew on childhood memories and personal ties to both brands. The result: a bold design language inspired by Topo Chico’s Mexican heritage, its iconic glass bottles and the creative spirit of skate culture.

Execution: Zeno collaborated with Converse’s in-house team to execute a fully integrated PR strategy including earned media outreach across national F&B, lifestyle, fashion and Spanish-language outlets, curated mailer seeding and a high-energy launch event for media and creators at Converse’s NYC flagship. Visual storytelling and cultural authenticity were at the heart of the campaign.

Impact: The partnership elevated Topo Chico’s presence in the streetwear space — blending heritage with modern creative expression and strengthening connection with Latinx and culturally attuned audiences.

The program secured 158 earned media placements, with 75% of coverage including Topo Chico in the headline, appearing in People en Español, Food & Wine, Parade, Bleeding Cool and Foodbeast. Zeno also distributed 125 custom mailers to top-tier media, while the NYC launch event drew 65 media attendees from outlets like Bustle, Epicurious, Forbes and Men’s Health — generating lifestyle buzz and driving brand visibility in a key priority market.