Converse
When a Brand Stops Talking and Becomes Part of Culture
Scope of work
Idea making
Photo / Video production
Events
Social Media
PR & Media planing
Insight
The younger generation doesn’t listen to brands.
But they can instantly tell whether a brand is still part of their world. For people aged 14–24, it’s not about claims or campaigns. What matters is whether a brand naturally exists in the same reality they do — the same music, the same places, the same people.
If it’s not there, it stops being relevant.
And this is exactly what started happening to Converse.
Chuck Taylor — one of the strongest icons in fashion history — was losing its meaning for the youngest audience.
Research and sales data showed that people aged 14–24 had begun to see Chucks as “their parents’ shoes.” Not as a symbol of their own identity, but as a relic of the past.
The result was declining interest and falling sales within a key age group.
It wasn’t a product problem.
It was a relevance problem.
Converse Brief
The goal was to rebuild the relationship between the Chuck Taylor silhouette and a generation that no longer considered it “theirs.” Not through nostalgia or a list of historical milestones, but by returning the silhouette to the environments where culture is created today.
Our task wasn’t to explain why these shoes are legendary.
We wanted young people to feel it for themselves again.
Even icons can fade into silence. We refused to let that happen.
Our Strategic Approach
Pam Rabbit as an authentic voice for local campaigns
For Gen Z, traditional campaign faces aren’t credible.
They trust people who have their own voice, a strong community, and are building a story of their own.
Pam Rabbit was a natural choice. A creative personality with a clear point of view, strong ties to the music scene, and genuine respect from the community. During the campaign, she also won an Anděl Award for Best Song with her single Space, further reinforcing the choice.
Pam didn’t become just “the face of the campaign.” She became an active part of it — across her own social channels, at events, and through direct, personal contact with fans.
The foundation of the entire campaign was a series of experiential pop-up events.
Authentic, community-driven, and each time a little unexpected and unconventional exactly the way we like it. 🙂
A party on a train with Manene that literally moved across Prague. The train platform turned into a gateway to a party world — and if you didn’t manage to get a ticket, you seriously missed out.
All 250 tickets sold out within six minutes after a single Instagram Story. And even the well-known party animals EREM showed up — rating the whole party very positively.
“I had expectations and honestly thought, like… yeah, this is probably gonna be pretty standard. I’ve been to all kinds of parties, so I thought I knew what to expect but this one was seriously DOPE. Roman and Converse really kill it.”
(Jakub Ducháč - Erem)
A community night with a live concert in an arcade bar, fully infused with Pam’s distinctive style and her love for the nostalgic arcade game Tetris.
More than 300 people showed up, coming together for an evening filled with inspiring people, music, and a craft zone where they could create a personal keepsake to remember the night.
A community collab event at the newly opened Queens store on Wenceslas Square in Prague, featuring an acoustic mini-concert by Pam Rabbit and a crafting zone.
The event attracted a large number of influencers and fashion enthusiasts, who rated the experience very positively and organically shared it across their social channels.
LOVE, CHUCK wasn’t just a typical event campaign supported by digital.
It was a connected ecosystem where offline experiences seamlessly flowed into the online space. What happened at the events continued to live on through Stories, Reels, and comments — while digital content, in turn, drew people back to real-world experiences.
(Vizuály: OOH formáty, graffity wall, postery DEAR PLACES)"
Some numbers for the end
The goal wasn’t to chase empty online impressions.
The goal was to create the feeling that Converse is once again a brand you want to fully live with.
Within six months, the LOVE, CHUCK platform brought Converse back into the cultural context of the younger generation. Not through force, but through presence. Not through advertising, but through experience.
And it’s precisely this shift in perception that holds long-term value for the brand — far greater than any short-term media impact.
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TOTAL REACH OF THE CAMPAIGN
REGISTERED CODES
CONTRIBUTIONS
DISPLAY
REGISTERED CODES
CONTRIBUTIONS
DISPLAY
What we achieved together
01
Changing the perception of Chuck Taylor among the 14–24 target group
We shifted the brand from being seen as “parents’ shoes” back into a world the younger generation can truly identify with.
02
Bringing Converse back into a living cultural context
The brand once again became a natural part of music, the city, and the communities where relevance is created today.
03
Activating the younger generation to engage with the brand in real life
Instead of passive ad consumption, we created situations people wanted to take part in — to show up, to share, to be there.
Did we catch your interest?
