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Part I Case Study: Converse’s “Made by You” Campaign Celebrates 100 Years of Chucks and the
People Who Wear Them
Converse launched its “Made By You” campaign on March 2, 2015 to celebrate 100 years of Chuck
Taylor All Star shoes and the people who wear them. The concept behind the campaign is to have
people share stories of their Chucks and the well-worn, one-of-a-kind pieces of artwork they become. Its
goal is to move away from the company’s all-American branding of its first 100 years and focus on the
individuality and creativity of the Chuck Taylor wearer.
"This is just a general celebration of people who love to wear their Chuck Taylors," said Ian Stewart, VP-
global marketing at Converse. "This campaign speaks to us wanting to celebrate self-expression around
the world."
The campaign features 200 portraits of Chucks from around the world worn by the famous and ordinary
alike. Some of the celebrity artists and musicians whose Chucks will be featured include Patti Smith,
Andy Warhol, Futura, Jefferson Jack, Sayo Yoshida, Kate Lanphear, and Glenn O’Brien. Art installations
and murals will be setup in cities all over the world including New York, London, Beijing, and Mexico
City.
