Topo Chico x Converse | Limited-Edition Collection
The Challenge: In spring 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. The goal: reinforce Topo Chico's credibility within the fashion and streetwear space and deepen the brand's connection with design-minded consumers.
The Opportunity: To anchor the collaboration in authentic cultural storytelling and consumer connection, 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 — as the collection's creative force. His work took inspiration from Topo Chico's Mexican heritage, its iconic glass bottles and the creative spirit of skate culture, creating a bold visual language rooted in lived experience.
The Work: Nina shaped and drove the earned media strategy in close partnership with Converse's in-house team, targeting national food and beverage, fashion, lifestyle, culture and Spanish-language outlets. She led curated mailer seeding to top-tier media and influencers and oversaw production of the high-energy launch event at Converse's NYC flagship — ensuring strong media attendance, cohesive visual storytelling and a consistent narrative thread across every touchpoint.
The Impact: The partnership broke Topo Chico into new cultural territory — earning meaningful coverage in spaces where sparkling water brands rarely show up authentically and cementing the brand's cachet at the intersection of streetwear, Latino culture and creative expression.
The program secured 158 earned media placements, with 75% featuring Topo Chico in the headline.
Coverage appeared in People en Español, Food & Wine, Parade, Bleeding Cool and Foodbeast.
Nina oversaw distribution of 125 custom mailers to top-tier media and influencers, and the NYC launch event convened 65 editors and tastemakers from outlets including Bustle, Epicurious, Forbes and Men’s Health — generating strong lifestyle visibility in a key priority market and contributing to measurable lifts in brand awareness and consideration.
