Converse has tapped 13-year-old Millie Bobby Brown to star in their newest campaign, “Forever Chuck,” which will celebrate the brand’s 100 year anniversary.
Brown, best known for her role as Eleven in “Stranger Things,” recently collaborated with Converse in a video where she highlighted movie characters from the 1980s who wore Chuck Taylor sneakers. Fans of “Stranger Things” know that the show is basically one gigantic nod to that era, which makes Brown the perfect choice for the campaign’s retro vibe.
The campaign video showcases characters from movies like “The Breakfast Club” and “Back to the Future” in their iconic Converse sneakers.
Thanks in large part to Michael J. Fox’s iconic skateboarding scene in the later film, Converse sneakers have been a staple among several generations of skaters. And since about 25,000 Americans sprain their ankles on a daily basis, footwear is no mere style choice.
Typically, shoes should have around 12.5 mm of toe room to be comfortable, and Chucks are known for blending comfort and style. Millie also discusses a few character traits that are commonly associated with wearing the now-iconic shoes.
“When you see a movie character in Chucks, you know they’re doing their own thing,” she says in the video. “Characters in Chucks — they’re the ones you’re rooting for.”
Brown also sits down with stylist Stephanie Collie to discuss why shoes are such an important part of building a character. When asked what completes a character’s look, Collie says that the “character really isn’t complete until the shoes are on.”
In addition to the new ad campaign, Converse is releasing several new shoes, the first of which is called the Chuck Modern. According to Business of Fashion, the goal of the new shoe design is to make Converse more attractive to young people today, especially in such a competitive market for sneakers.
The second design being released is described as having “a retro feel and a futuristic name.” The shoes, designed by Hiroshi Fujiwara, are called the Converse X Fragment Design Tuxedo collection.
Young Millie Bobby Brown video for the “Forever Chuck” campaign is only the first of many more to come. Another video was released shortly after her February 13 debut. The second video, released on February 17, features rapper Vince Staples, graffiti artist Spanto, and NBA Los Angeles Lakers star Jordan Clarkson. In it, they speak about the way Chucks have shaped hip hop culture in particular.
The company has also released the Forever Chuck Social Lookbook Series, which helps detail some of the most historic moments and styles featuring the brand of shoes.