Whether they’re bejewelled, covered in magic marker, paint-spattered or simply battered and torn from everyday wear, Converse’s iconic Chuck Taylor All Stars have become a canvas for self-expression.
Converse is celebrating that personalization with a new global campaign called “Made by you” which debuted Monday. The campaign is built around portraits of the world-famous sneaker as worn – and personalized – by everyday consumers, as well as pop culture icons including singer Patti Smith and the late Andy Warhol.
Developed by Converse’s global creative agency Anomaly, the campaign features a series of street art exhibits in Toronto, New York, London, Beijing and Mexico City.
The Canadian component includes PR, social media, print ads in Vice, cinema ads and out-of-home executions that include wrapped transit shelters, a wall painting and subway station dominations. Converse will also embark on marketing partnerships with retailers including Little Burgundy, Foot Locker and Community 54.
Converse has sold more than 1 billion pairs of its signature Chuck Taylor All Stars – also known as “Chucks” – since their 1917 debut. The brand receives more than 13,000 daily mentions on social media sites like Facebook and Pinterest.
Karl Strovink, Canadian GM and Converse vice-president, said Chucks have become synonymous with self-expression over the past century, and the new campaign is intended to showcase the deep affection consumers have for the brand and the myriad of ways their owners personalize them.
“‘Made by you’ not only celebrates the people who have made the Chuck Taylor more than a sneaker, but also seeks to unleash their continued creative expression around the world,” said Strovink.
Converse curated a collection of hundreds of Chuck Taylor All Star portraits to showcase what Strovink called “the endless diversity and self-expression” of their wearers.
Shoes featured in the campaign belong to a diverse group that includes musicians, artists, skaters, fashionistas and everyday people. “Their portraits offer a contemporary lens into the distinctly unique worlds they inhabit,” said Strovink.
Nike’s Converse unit reported global revenue of US$434 million for the three months ended Nov. 30, up 21% from $360 million in the corresponding year-earlier period. The company said the revenue growth was driven by Europe and Asia, as well as continued success in key markets including the U.S.
