Converse Taps Usimamane for Iconic Chuck Taylor Love Letter Campaign
Usimamane Joins Converse’s Love Chuck Campaign, Celebrating South African Creativity
Converse is spotlighting individuality, cultural influence, and fearless self-expression through its latest global initiative: The Love Chuck campaign. Representing South Africa in 2025 is genre-bending artist Usimamane, who brings his unique voice and vibrant creativity to the legendary Chuck Taylor All Star® sneaker story.
What Is the Love Chuck Campaign?
The Love Chuck campaign is a worldwide celebration of the cultural legacy of the Chuck Taylor All Star. A shoe that has left its mark on music, fashion, and art for generations. Through storytelling, design, and collaborative art, Converse is inviting creators to share their personal connections to the iconic sneaker. Global stars like Tyler, the Creator, Vince Staples, and Charli XCX feature in the campaign. In South Africa, Usimamane leads the charge as a symbol of authentic creativity and cultural pride.
Meet Usimamane: South Africa’s Voice of Individuality
Born in 2003 in Umlazi, Durban, Omuhle Simamane, known professionally as Usimamane, is redefining the sound of a generation. His self-styled genre, Fate Music, merges rap, trap, and R&B into a powerful message of joy, hope, and ambition. With an unwavering commitment to self-expression and cultural storytelling, Usimamane is the perfect ambassador for Converse’s campaign in Mzansi.
In his own words:
“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 shoe, remains a cultural imprint in South Africa and globally.”
Launch Event: Love Chuck Comes to Life in Johannesburg
On 10 July 2025, Converse officially welcomed Usimamane to the Love Chuck family at an electrifying event hosted at YFM studios in Johannesburg. The launch featured live performances by Usimamane and appearances by industry stars such as Tony Dayimane, Qwellers, and Blaq Diamond.
Hosted by YFM’s Sinaye, the event embodied the energy, culture, and creativity that define both Usimamane and the Chuck Taylor brand.
What’s Next: Local Drops and Creative Campaigns
As part of the Love Chuck campaign rollout in South Africa, fans can expect:
- Limited-edition Chuck Taylor All Stars inspired by South African urban culture and heritage
- Short films highlighting Usimamane’s creative journey and personal style
- Social media activations and community events promoting local self-expression and design
Why This Collaboration Matters
This campaign signals Converse’s ongoing commitment to amplifying local talent and diverse cultural narratives. By aligning with Usimamane, Converse underscores the Chuck Taylor sneaker’s role as more than just footwear; it’s a canvas for identity, movement, and innovation. It’s about celebrating the power of South African creativity on the global stage.
About Converse
Founded in 1908 and now a subsidiary of NIKE, Inc., Converse continues to lead in cultural and creative fashion. From the original Chuck Taylor® All Star® to contemporary collaborations, Converse remains a global symbol of youthful expression and urban culture.
Iconic
The partnership between Converse and Usimamane for the Love Chuck campaign is a landmark moment in sneaker culture. It celebrates South African artistry, heritage, and the unbreakable link between personal expression and iconic design. Get ready for bold drops, powerful stories, and a new chapter in the Chuck Taylor legacy. Straight from Mzansi!
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