Converse has launched a new global campaign titled 'Love, Chuck' to honour the enduring legacy of the Chuck Taylor shoe.

The campaign, activated locally by Hopeful Monsters, emphasises the Chuck Taylor's status as a cultural icon since its inception in 1917.

The international campaign features Tyler the Creator and Charli XCX, while the Australian extension spotlights emerging artist May-A. May-A and Converse marked their collaboration with an exclusive backyard performance in Sydney's Inner West, attended by 40 select guests.

The campaign encompasses digital, out-of-home (OOH), and creator partnerships, with tailored content for audiences in Sydney and Melbourne. It employs street posters and billboards featuring localised call-outs, in-jokes, and cultural commentary.

The initiative aims to celebrate the spirit of non-conformity that has long been associated with the Chuck Taylor brand. It is described as a "love letter" to the Chuck Taylor shoe and the creators and visionaries who express their creativity through it.

Converse Australia's Head of Brand and Consumer, Dave Dullens, stated, "Love, Chuck is really a love letter to not only the Chuck itself, but also to the creators and visionaries around the world that continue to express their creativity in new and different ways, and the spaces that allow them to do so.

"This creativity is intertwined with the Chuck legacy and every country around the world has its own story to tell when it comes to Chuck. Locally, we’re thinking outside the box to showcase this campaign in the places and spaces that really resonate with our community of creatives, and the people that have been along for the ride with Chuck."