Converse Inc. is celebrating a nearly 100-year anniversary of its largest franchise, the Chuck Taylor All Star sneaker, by taking it to the streets. The new campaign called “Made By You” for spring incorporates a six-month effort scouring the globe for worn Chucks to show how consumers have taken the sneakers and made them their own. Photos of the sneakers, including some from famous owners, were taken and will be used in global exhibitions to highlight the creative spirit of its wearers. Some owners whose Chucks are part of the displays include Patti Smith, Andy Warhol and Maxim magazine editor Kate Lanphear. The multiapproach global campaign, including social media channels, is expected to turn pop-up events at city streets in New York, London, Beijing and Mexico City into art galleries. Ian Stewart, vice president of global marketing at Converse, said, “People have customized their sneakers with laces and doodles. It’s a form of self expression. Everything in the campaign was made by the people we shot.” While the campaign kicked off Monday, Converse still hasn’t yet determined how long it would run. The Chuck Taylor line was created in 1917, and Stewart said the current campaign could garner enough advertising momentum to carry through until its
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