Converse is celebrating its Chuck Taylor All Stars and the people who've helped build their iconic status in its biggest marketing campaign ever for the sneakers.
Boston figures prominently in the North Andover company's global "Made by you" campaign that starts today with sneaker portrait "takeovers" at South Station, North Station, and the MBTA's Harvard Square and Massachusetts Avenue stations.
The Hub rollout will coincide with portraits events in 41 cities on four continents, including street exhibitions of the portraits in large light boxes in New York, London and Beijing.
"We figured it was a great time to be celebrating all of the love that we have from our fans and our customers for Chuck Taylor," said Ian Stewart, Converse's vice president of global marketing. "We haven't done it before in a big way. This is a multi-season, multi-year campaign, so this will roll for some time and integrate everything in it."
That will include the 100th anniversary of the Chuck Taylor, introduced as the All Star basketball shoe in 1917. It was later renamed after Converse hired former basketball player Chuck Taylor as a salesman in 1921, and he made suggestions for key design improvements and became an evangelist for the sneaker. Converse has sold more than 1 billion pairs of "Chucks," its best-selling sneaker.
It collected 200 pairs from around the world for the sneaker portraits that take the form of everything from lenticulars to wall murals to tell the stories of their "transformation from blank canvas to self-portrait" of their owners. They include celebrities such as Patti Smith and Andy Warhol, other artists, skaterboarders, fashionistas and everyday wearers, including Converse employees.
"They are pairs that we discovered out on the streets around the world — some from the friends or the families of the brand and a handful of high-level celebrities," Stewart said. "The original insight was that every sneaker was a work of art for them, and every pair has a story to tell. We borrowed them for a few days and then took them back, so their journey continues."
Local people whose kicks are featured in the campaign include artists Caleb Neelon, Dana Woulfe, Kenji Nakayama and skateboarder Eli Reed.
Portraits also will be displayed at Converse's retail partner locations, including the Orchard Skateshop in Allston and Concepts in Cambridge, and Converse's Newbury Street store in Boston, where fans will be able to get their own Chuck Taylors photographed for "Made by you" portraits.
"We're taking over all sorts of neighborhood streets in and around downtown Boston and around our new office," Stewart said, referring to Converse's headquarters move to Boston's Lovejoy Wharf scheduled for sometime in April or May.
Social media, where Chuck Taylors average 13,000 daily mentions, also plays a big role in the campaign. Converse will launch a new Chuck Taylor Tumblr, and a "Made by you" short film will debut on its social media channels.
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