Two iconic brands have joined in a cobranding. Coca-Cola and Converse have promoted a collaboration that results in an exclusive collection of sneakers that combines the recognizable design and image elements of the refreshment brand and the emblematic shoes of the fashion firm.

The alliance enhances the legacy of both brands, as well as their cultural relevance and their intergenerational attraction. The collaboration feeds on the spirit of Coca-Cola and Converse, focused on the celebration of self-expression, creativity, community and optimism. Cobranding is a tribute to the contemporary nature of the two brands and their ability to connect with the present and consumers decade after decade.

The collaboration has been announced with an audiovisual piece starring the American rapper Vince Staples and directed by Bradley Calder. The creative concept of the video is “we are all Chuck”, alluding to the Chuck Taylor, the flagship model of Converse. With a novelty aesthetic, the action is set in a convenience store to highlight the timeless and urban character of the Alliance. The piece transfers that each story deserves to be shared, either through our favorite shoes or a bottle of shared coca-cool.

The collection relies on the most recognizable design elements of Coca-Cola, such as the wave, the red and white colors or even the green flash of vintage glass bottles in rubber soles. The star piece is the Chuck 70 of limited edition, a premium version available on leather and in the emblematic Coca-Cola.

In addition, the collection also includes customization options, such as laces, templates, patches for the area of ​​the ankles and combinable “registration” plates. All this are details that reinforce the individuality of both brands, while evoking both the philosophy “do it yourself” of Converse and the long tradition of Coca-Cola customization. Moreover, both the shoes and the promotional piece refer to the campaign “Share a Coca-Cola with”, revived this year.

The collection includes other Chuck Taylor All Star models in four color combinations, each inspired by a different coca-cola flavor. Thus, they are presented in red, white, gray and black colors, evoking the classic coca-cola or the zero coca-cola.

“As a brand, we rely on enduring values, while remaining deeply connected to the present. Therefore, we are attracted to the brands that achieve this same balance, those with generational relevance that remain fully committed to contemporary culture”, Has committed Islam Eldessouky, global vice president of creative strategy and content of The Coca-Cola Company, according to Adage

The Converse X Coca-Cola Chuck 70 go on sale globally on Thursday, October 9. The rest of the models will be made available to consumers in the month of November. As he advances Wwdthe collection also contemplates garments such as a polar lining hoodie, a shirt, a tote bag or a hat.