Converse is celebrating its signature Chuck Taylor All Star line in a new push that showcases consumers who make their own mark on the sneaker -its biggest campaign to date. The campaign kicks off today with more than 200 portraits of worn and customized Chucks from around the world, including some from notable fans like singer Patti Smith and artist Andy Warhol.
“The time was right for Converse to celebrate the consumers who have helped make the brand what it is today,” said Ian Stewart, VP of global marketing at Converse. “When the Chuck turns 100, the celebration will be about an iconic sneaker brand, while the ‘Made By You’ campaign is about the celebration of fans of Chuck and their creative self-expression rather than just the sneaker.”
Called “Made By You,” the push features the 98-year-old Chuck line, which is the foundation of the Nike-owned Converse brand.
“This is just a general celebration of people who love to wear their Chuck Taylors,” continued Ian Stewart. “This campaign speaks to us wanting to celebrate self-expression around the world.”
The concept -led by Anomaly, Converse’s lead global creative shop- was inspired by the thousands of photos that are shared by Converse fans on a daily basis, many of which highlight how fans customize their sneakers. “This is how we got to the idea that Chucks are a work of art,” he added. “We’re really lucky with Chucks that it’s a product that people love when they’re worn in.”