NEW YORK—Converse is understood to be in talks with agencies regarding its US PR remit, as the sneaker brand continues to outpace rivals since its acquisition by Nike.

The Holmes Report understands that several firms are involved in the review for an assignment that has been handled by HL Group.

Since being acquired by Nike in 2003, Converse has surprised many with its revival, reaching revenues of almost $1.5bn last year.

It is understood that the brand is seeking a PR firm that will help it sharpen its focus on cultural influencers. Converse's turnaround has been led by a counter-cultural marketing strategy that has resonated with millennials.

The company's marketing approach has also been bolstered by an expanded retail presence across the US. Unsurprisngly, it has also garnered plenty of social media appeal, including more than 40m Facebook fans.

Converse representatives did not respond to request for comment as this story went live.