To start, let's go back to 2015.
YouTube and Facebook are racing to be first to release 360 video playback capabilities to their platforms. Projects like Google Cardboard have already brought 360 video and mobile VR into the consumer arena, but don't have the base for video consumption that YouTube and Facebook have already established. With a 6 month lead, YouTube comes in first, releasing it's 360 player in March 2015.
Around the same time, Converse was looking for ways to promote Rubber Tracks Studios, and the artists the collaborate with. We saw an opportunity to pair a brand that always seemed to be ahead of the culture curve, with a technology that was just finding its consumer application.
OK. I think we're caught up.