Nike's Converse brand today announced the global launch of its "Made By You" campaign, which includes activations from the streets and stores to online and in social media, including launch exhibitions in N.Y., London, Beijing and Mexico City. The effort will allow consumers to participate at a host of pop-up portrait studios at Converse retail locations and events around the world (Converse). In Boston, Donna Goodison reports the city will have "sneaker portrait 'takeovers' at South Station, North Station, and the MBTA’s Harvard Square and Massachusetts Avenue stations," coinciding with portrait events in 41 cities across four continents. Converse VP/Global Marketing Ian Stewart said, "This is a multi-season, multi-year campaign, so this will roll for some time and integrate everything in it.” Goodison notes that "will include the 100th anniversary of the Chuck Taylor, introduced as the All Star basketball shoe in 1917." Converse collected 200 pairs of Chucks "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 singer Patti Smith and late artist Andy Warhol, other artists, skateboarders, "fashionistas and everyday wearers, including Converse employees." Portraits "will be displayed at Converse’s retail partner locations." Stewart said, "We’re taking over all sorts of neighborhood streets in and around downtown Boston and around our new office" (BOSTON HERALD, 3/2). AD AGE's Ashley Rodriguez notes the campaign "follows the brand's strong recent growth." Converse brought in $434M in revenue last quarter, up 21% from the same period a year earlier, "driven in part by continued strength in the U.S. and growth in Europe and Asia, according to an earnings release." The concept was "inspired by the thousands of photos that are shared by Converse fans on a daily basis" (ADAGE.com, 3/2).
