Last Monday, CONVERSE Inc. announced their global launch of “Made By You” – a landmark brand campaign celebrating fans of the brand who have been expressing themselves and their creativity in Chuck Taylor All Star sneakers for nearly 100 years. Together with the rest of the world, Converse PH did the announcement at the new Glorietta Activity Center in Makati, Philippines.
For their latest campaign, Converse scoured the globe to collect beloved and distinctly personal Chuck Taylor All Star sneakers, each of which tells a story of transformation from blank canvas to self-portrait of their owner.
“‘Made by you’ originated from a simple human truth – we all want to be our true, authentic self in this world,” said Ian Stewart, Vice President of Global Marketing. “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.”
For the local unveiling of the campaign, Converse PH commissioned Ulysses King, Melchor Guinto, and Jeff Rogador to come up with their own take on the Chuck Taylor All-Star. Converse Brand Ambassadors Georgina Wilson and Kean Cipriano also told their ‘Converse Stories’ as well as unveiling their own Chucks that were part of the brand’s campaign.
“Made by you” is a global celebration highlighting Converse Chuck Taylor All Star, the only sneaker defined by those who wear them. Converse has curated a collection of Chuck Taylor All Star portraits, showcasing endless diversity and self-expression of individuals past and present who choose to wear Chuck Taylor All Star – from musicians to artists, skaters to fashionistas, the known to the unknown. Their portraits offer a contemporary lens into the distinctly unique worlds they inhabit.
Portraits collected from the likes of international icons like Patti Smith, Andy Warhol, Futura, Jefferson Hack, Sayo Yoshida, Kate Lanphear and Glenn O’Brien will be featured alongside portraits from everyday Chuck Taylor All Star wearers, and used in global exhibitions, which will turn the city streets of New York to Shanghai to Rio into art galleries. Additionally, the “Made by you” campaign seeks to highlight the unique creative spirit of local communities and subcultures with hyper-local portrait exhibitions celebrating the diversity of self-expression inherent in cultural neighborhoods throughout the world.
“Made by you” is a true celebration of creative individuals, their stories and their sneakers. Whether they are hand painted, covered in mud or worn out with holes, each Chuck Taylor All Star portrait tells a deeply personal story of the transformation from a white, black, red or navy sneaker into a remarkable piece of art. However worn, customized, modified or pristine, the portraits demonstrate the vast potential of an ultimate blank canvas.
Since its debut in 1917, the Chuck Taylor All Star has become one of the worlds most legendary and iconic sneakers. Fans, artists and musicians first adopted the ubiquitous Chuck Taylor All Star as a rebellious badge of creativity. “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 globe.
Part of the “Made by you”campaign is an exhibition of various portraits done from around the world as well as offering consumers to join in by dropping by select stores worldwide to make their own ‘Made by you’ portrait through the pop-up portrait studios. The exhibit done in the PH featured the works of Andy Warhol, Futura, King Tuff, and Kidsuper just to name a few.
Made by Futura
Made by Ya Yi
Made by Kenny Anderson
Made by Colm Dillane (Kidsuper)
Made by Andy Warhol