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. This sneaker started it all and continues to influence generations through music, fashion, and art.
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.
On Thursday, the 10th of July, the brand welcomed Usimamane into the Converse Love Chuck family with an event held at the YFM studios. Usimamane was joined by industry friends, Tony Dayimane, Qwellers and Blaq Diamond to celebrate not only his partnership with Converse but his latest achievements, which include his Metro FM Award for Best Male Artist and a platinum plaque for his album. The night, hosted by YFM DJ Sinaye, was a true celebration of self-expression and cultural impact with Usimamane performing an exclusive track and YFM DJs delivering the hottest sets.
“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.”
For Usimamane, the campaign is a deeply personal reflection of his journey; “It feels so surreal to collaborate with such an iconic brand as Converse. It’s been the backdrop for many kids growing up in South Africa – from pantsula dance culture to high fashion aficionados in the townships. Converse, the All Star skew remains a cultural imprint in South Africa & globally. It completely mirrors my musical aspirations. It was a no-brainer for me to partner with a brand that shares the same ethos as me. It’s such an honour and thank you Converse.”