With a daring and always young spirit, the brand celebrates the 100th anniversary of the most iconic sneakers with a campaign shot in South Africa

Converse, one of the most original and fashionable brands in street style, celebrates its most emblematic sneaker in a new campaign shot in South Africa. As Summer arrives, the season which best represents South Hemisphere countries, Converse celebrates Chuck Taylor All Star’s 100 years by driving energy around “Forever Chuck,” the celebration of both the origin of the brand and the spirit of youth.


This summer, Converse set out to explore the street style, diversity and cultural movements of Johannesburg, South Africa. The campaign highlights how Chuck Taylor All Stars match everything and everyone, moving easily from hip hop to the fashion scene. Each image uniquely captures the confident and daring spirit of the youth that has always symbolized Chuck Taylor.

Converse teamed up with a crew and cast that have authentic connections with their local communities, featuring a Latin America representative, the Argentine designer Candelaria Tinelli, the Australian youtuber Tyde Levi and the musicians Frank Casino and Fifi Cooper, two of the hot names in the hip hop scene in South Africa. In addition, the campaign was shot by the photography collective The Sartists and styled by the effortlessly cool Tony Gum, both from South Africa.

Forever Chuck optimistically explores different fashion styles in motion graphics and images that show each character with several looks and styles. The campaign will be launched on October 6 on social channels and showcased at Converse stores and major retailers throughout the southern hemisphere.


Born in 1917 on the basketball courts but raised on the streets, the Converse Chuck Taylor All Star is an ever-lasting symbol of youth culture.



Converse Inc., based in Boston, Massachusetts, is a wholly owned subsidiary of NIKE, Inc. Established in 1908, the Converse brand has built a reputation as “America’s Original Sports Company”™ and has been associated with a rich heritage of legendary shoes such as the Chuck Taylor® All Star® shoe, the Jack Purcell® shoe and the One Star® shoe. Today, Converse offers a diverse portfolio including lifestyle men’s, women’s and children’s footwear, apparel and accessories and is sold globally by retailers in over 160 countries. For more information, please visit http://news.nike.com/converse and follow @converse.


For all media related enquiries, please contact:

Lebo Mashigo – PR Assistant

Styling Concepts

011 482 7528


Posted on: 16 Oct 2017


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