This season, Converse continues to drive energy from the “Forever Chuck” global initiative, paying homage to the youth that drive culture forward and stands with Chucks. Deeply rooted in youth culture, the Chuck Taylor All Star has been and will continue to be, an ever-lasting symbol – never a trend. Continuing the narrative, today, Converse debuts “In My Chucks” as a continuation of the “Forever Chuck” narrative.
As part of this initiative, Converse partnered with several creators to give a glimpse of what they do in their Chucks. Created by the agency partner AKQA, “In My Chucks” is an open invitation from the youth to the youth, from Mexico to South Africa, by telling compelling stories of real people who are driving the spirit of youth by simply being themselves. The people chosen all share Converse’s brand values and span a range of genres, appeal and authenticity and are collaborators who will focus on communicating compelling stories.
Focused on connecting with youth online, the campaign expands upon the spirit of the “Forever Chuck” message by bringing together bold individuals who pushes their respective scenes forward.
To inspire people to join the platform, Converse will announce 7 individuals, in 7 mobile format videos, who invite fans to create their own post of what they do in their Chucks.