Photo source: AdAge
The new Coca-Cola and Converse campaign kicks off with a film directed by Bradley Calder and starring rapper Vince Staples as “Chuck” – the embodiment of Converse’s iconic Chuck Taylor sneaker. With stills captured by Sam Balaban, the “Everyone’s a Chuck” campaign celebrates individuality and self-expression, linking the worlds of sneakers and soda with Staples as the bridge between these two cultural icons.
The Converse x Coca-Cola Chuck 70 will launch worldwide this Thursday, October 9, followed by a wider release of Chuck Taylor All Stars and Converse By You customization options in November – just in time for the holiday season.
The collection reinterprets Coca-Cola’s most iconic visual elements, from the signature ribbon and classic red-and-white color scheme to the hint of green inspired by vintage glass bottles, across a range of Converse sneakers, apparel, and accessories.
At the center of the drop is a limited-edition Chuck 70, a premium version of the timeless silhouette available exclusively in Coca-Cola red. Fans can also personalize their pairs with interchangeable laces, sockliners, ankle patches, and license plates, a tribute to Coca-Cola’s legacy of customization and Converse’s DIY spirit. The result is a dynamic fusion created to appeal equally to devoted collectors and everyday wearers.
According to AdAge, Islam ElDessouky, global VP of creative strategy and content at The Coca-Cola Co., said the collaboration reflects the brand’s ability to honor its heritage while staying relevant today. As he explained, Coca-Cola is “anchored in enduring values while staying deeply connected to the present,” which is why it seeks out partners that strike the same balance – those with “generational relevance” that remain “fully engaged with contemporary culture.”
The partnership with Converse, he added, captures that spirit perfectly. The Chuck 70 collaboration unites the two cultural icons in a “single, wearable expression,” showcasing everything from a customizable patch to the signature Coca-Cola red and flowing ribbon details. “I couldn’t be more excited to see them out on the street,” ElDessouky said.
