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Converse. The Chuck Taylor All Star II Launch.
The Chuck Taylor All Star is an icon: a 98-year old beacon of creative culture. In birthing its follow up, the Chuck II, the pressure was on from all sides. Consumers repeatedly told us not to f**k up the Chuck, the business demanded innovation for growth and customers clamored for a new sales story. By taking inspiration from movie sequel launches teasing the II with an iconic PR-driven reveal we debuted Chuck II with high-impact messaging that drove comprehension of the comfort benefit, fueled incredible demand, avoided backlash and sold out on Converse.com in 1 week.