Converse supports indie music not only by creating more opportunities for up-and-coming musicians, but also by saving iconic rock venues from closure. In September 2010, it was announced that iconic London-based the 100 Club, which for over 70 years has been hosting performances by a plethora of musicians such as the Sex Pistols, the Rolling Stones, Oasis bands among others, was due to close because of an increase in rent prices. The club was to be shut for ever in December 2010, but then the 100 Club said that it was discussing possible business collaborations with various partners that could help it out of the trouble. Now, the results of these business talks are unveiled: Converse, one of the biggest global shoe-brands for teenagers and younger adults, comes out as the sponsor the venue.

In fall 2010, activists launched the Save the Club campaign, which received lots of support from a range of musicians, including Sir Paul McCartney, Mick Jagger and Liam Gallagher among others. The battle for life ended yesterday, on February 14, in favour of the club, when Converse announced that it will become a sponsor of iconic space. In the interview to www.xfm.co.uk, the venue’s owner, Jeff Horton commented that the club will not feature any logos and brand identity of Converse, since the brand just «wanted to give us [the club] a hand» and will not turn it into another ad platform.

The shoe-wear label issued a statement, which said, «We at Converse are very excited about our new partnership with the legendary 100 Club in London. 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.»