For nearly 100 years, the Converse Chuck Taylor defined sneaker culture. Its silhouette was—and still is—instantly iconic. But comfort? Not exactly what it was known for.

So when Converse launched the Chuck Taylor All Star II, it wasn’t just a new shoe. It was a rare opportunity to update a cultural icon without alienating its diehard fans. The brief: Keep everything they love. Change everything they didn’t.

Our strategy was simple: Treat the Chuck II like a secret hiding in plain sight.

Visually, the Chuck II looked nearly identical to the original. So we leaned into the subversion—teasing what wasn’t visible.

We invited wearers to go beyond first impressions and discover what had changed under the surface:

• Nike Lunarlon cushioning

• Foam-padded collar and gusseted tongue

• Breathable microsuede lining

• All wrapped in premium canvas with refined monochrome details

We launched the Chuck II with a layered campaign across film, digital, social, retail, and experiential, letting fans uncover the evolution for themselves—one comfort-enhancing detail at a time.