Converse is writing a bold new love letter to self-expression, individuality and cultural impact with its latest global campaign: Love Chuck. Featuring international icons Tyler, the Creator, Vince Staples and Charli XCX, the campaign is a celebration of the iconic Chuck Taylor — the sneaker that started it all.
In Mzansi, Love Chuck finds a powerful local voice in Usimamane, a genre-bending artist, fearless creative and voice of the youth. Known for defying convention and leading with authenticity, Usimamane embodies everything the campaign stands for.
“Love Chuck is about paying homage to those who have not just walked in our sneakers but the places and movements that have supported us and left an indelible mark in society,” says Tebogo Motlhamme, Marketing Manager at Converse South Africa.
“Usimamane is the perfect local catalyst because he lives this ethos. His energy, creativity and fearless individuality make him a true representation of what Chuck Taylor stands for today,” Motlhamme says.
More than a shoe, the Chuck Taylor continues to shape and reflect culture, proving its relevance across time and trends. From underground movements to global stages, it influences art, music and fashion, all while remaining a true symbol for those who create, who lead, and who never follow. The Love Chuck campaign is Converse’s tribute to that legacy, and to the individuals who keep writing it.
“It feels so surreal to collaborate with such an iconic brand as Converse,” says Usimamane. “It’s been the backdrop for many kids growing up in South Africa — from pantsula dance culture to high fashion aficionado in the townships. It was a no-brainer for me to partner with a brand that shares the same ethos as me. It’s such an honour. Thank you Converse.”
