“Love, Chuck” brings global campaign to life with distinct Filipino flavor
Converse celebrates the enduring legacy of Chuck Taylor—a cultural icon that has built a profound relationship with the creative community from one generation to another and has earned its place in the fabric of various subcultures and its legion of devotees. Through its global campaign, “Love, Chuck,” the legacy shoe brand goes all out in chronicling its longstanding history as both a symbol of nonconformity and a badge that speaks to something more important: a sense of community, of shared values, and of human experience.
Love, Chuck
This year, “Love, Chuck” extends its reach in the Philippines with its adaptation of the campaign’s message, inspiring all creators and visionaries to overcome the fear of failure and pursue what they love with authenticity and confidence. The campaign’s local rollout includes an expansive suite of digital initiatives, outdoor activations, and creative collaborations and partnerships. More than just a marketing endeavor, Love, Chuck reaffirms Converse’s commitment to championing self-expression and creativity in style—qualities that have defined the brand for over a century.
Announced at the recent Love, Chuck Live! event, which took place at Nokal Manila on Wednesday, May 28, 2025. Presented by Converse Philippines, the evening also marked the introduction of the Chuck Taylor All Star Double Stack—a bold new take on the classic that’s designed to turn heads. Tailored for those who like their timeless favorites with a modern twist, this drop reimagines the signature Chuck for a new generation—standing taller, cushier, and unapologetically confident. The sneaker also equipped with a CX foam sock liner for extra cushioning and a rubber outsole with traction lugs for stability across terrains.
Time Machine Music Video Premiere
Adding to the intimate event’s highlights was the premiere of the “Time Machine” music video from the acclaimed singer-songwriter juan karlos. Known for his compelling artistry and magnetic stage presence, juan karlos treated attendees to an infectious live performance featuring a selection of fan-favorite hits. Chosen as a brand ambassador for his fearless voice and authenticity, he embodies the spirit of a new generation. His raw energy and unique perspective made him the perfect figure to champion a message of self-expression and individuality.
juan karlos, joined by a dynamic lineup of celebrated indie acts, including Sunkissed Lola, Kreme Soda, and Allen & Elle. Each delivered standout sets that underscored the campaign’s spirit of individuality and fearless creativity.
Guests also invited to personalize their brand-new Chuck Taylor All Star pairs at a dedicated customization booth, where enamel pins, and charms were on offer. This interactive experience embodies the campaign’s central ethos while empowering individuals to leave their mark—literally and figuratively—on a beloved cultural icon.
The “Love, Chuck” campaign honors the deep bond and cherished memories Converse has fostered with diverse creative, athletic, and subcultural communities worldwide. As encapsulated by the campaign’s global messaging, “When someone laces up a pair of Chuck Taylors, they’re not just putting on a shoe—they’re tapping into a collective memory, a reservoir of emotions, and a sense of belonging that transcends borders, genres, and generations.”
More than just a nostalgic nod to the past, “Love, Chuck” speaks to a timeless truth: that the Chuck Taylor is not merely worn; it is lived in.
