Converse’s Chuck Taylor sneakers are without a doubt a cult. For generations they have been a trademark shoe worn by teenagers and adults alike. Although these shoes were originally designed to be basketball shoes, they can also be worn in a variety of different occasions, ranging from music to sport to about anything. The fashion icon is an expression of the personality of each respective shoe wearer. Moreover, hardly any other shoe has arguably the same charm and attractiveness, because the older shoes get, the filthier they become. This is exactly what the spring campaign of Converse, that dan pearlman developed, is all about. The concept of the worn sneaker is the central theme of the campaign. It will be implemented online and locally in stores such as Görtz, Humanic, Sidestep, Our Local Heros, and Snipes.
In order to make customers aware of this campaign, large posters with the statement “Come in and get your own Chuck portrait,” were posted within these stores as well as on their display windows. These posters invited customers, who are wearing their own Chuck Taylor sneakers, to personally photograph their shoes on a photo booth table. With the help of interactive displays, which were signed by customers, and the implementation of this campaign, Converse’s brand claim, “Made by you,” was created. These candid “Real Sneaker Moments” not only occurred in stores, but across social media channels as well.
