To celebrate its iconic Chuck Taylor All Star line, Converse has launched its new ‘Made By You’ global campaign featuring over 200 portraits of sneakers owned by famous figures and creatives around the world.
Since its debut 98 years ago, Chuck Taylors have become synonymous with cool, and this new campaign celebrates the diversity and creativity of the individuals who don its sneakers.
It kicks off with a massive street exhibition in New York City, where photographs of worn and customized sneakers from the likes of singer Patti Smith, pop art artist Andy Warhol, and editorial director Jefferson Hack of Dazed magazine will be displayed in light boxes. These will be shown alongside Chucks from ordinary everyday fans.
By focusing on people and their stories, the brand sets itself apart from other companies that rely on shoe features and technology to sell their products.
Referring to how the brand gets around 13,000 social media tags daily, Converse Vice President of Brand and Segments Geoff Cottrill told Fast Company, “People are celebrating their Chucks without us, so we’re just trying to support and shine a spotlight on it.”
The campaign also features a Google Cardboard experience in New York City’s Flatiron district, where visitors can stand next to 15 nine-foot-high portraits of sneakers and immerse themselves in a 360-degree video through special goggles.
In addition, Converse will also launch a Chuck Taylor Tumblr showcasing fans’ creativity and self-expression with the sneaker.
Calling the campaign the brand’s “small way of contributing to culture”, Cottrill added that “it’s a matter of us doing things, rather than co-opting or extracting cool from our consumers.”
View some images from the campaign below.
[via Fast Company and Ad Age]