“’Made by You’ originated from a simple human truth – we all want to be our true, authentic self in this world,” so reasons Converse’s Vice President of Global Marketing, Ian Stewart. “Fans of Chuck Taylor are the ones who have made Chuck Taylor an iconic badge of creative self-expression. It’s time we celebrated them.”
With claims the shoe’s sales have reached a billion (since its initial 1917 release), and daily social media mentions topping 13,000, the brand could probably get away without promoting the Chuck Taylor All Star ever again, and it would still go down as one of the industry’s greatest success stories.
And yet, what’s the fun in that?
Instead, March sees the launch of a new campaign – ‘Made by You’ – showcasing the attributes good and bad that present the diversity and self-expression of Chuck Tayor wearers past and present.
Like 2008’s ‘Connectivity’ campaign before it – in which Karen O and M.I.A featured alongside Sid Vicious and Julian Casablancas – ‘Made by You’ boasts a broad selection of familiar fans, this time from the creative world. The shoes of Agi & Sam’s Agi Mdumulla feature, as do Andy Warhol’s hand-drawn pair, director Sean Frank’s, Patti Smith’s, Jefferson Hack's and Sibling’s Cozette McCreery’s zebra print numbers.
Exhibitions of the portraits this month will launch around the world – both in London and Beijing, Mexico City and New York City – while hyper-local portrait exhibitions are set to celebrate self-expression in smaller communities also, popping up in Converse stores and beyond.