Vince Staples stars in a new global campaign for Converse, fronting the brand’s latest collaboration with Coca-Cola.

Titled “Everyone’s a Chuck,” the 2025 campaign reimagines the Converse Chuck Taylor as a character — embodied by Staples himself — in a playful short film directed by Bradley Calder (The Idol, Euphoria). Staples appears as “Chuck,” the living spirit of the sneaker, blending humor and understated cool in a spot that highlights the intersection of music, fashion, and nostalgia.

This campaign extends Staples’ longstanding relationship with Converse, dating back to his 2018 collaboration on the Chuck 70 collection inspired by his album Big Fish Theory. Since then, he’s remained one of the brand’s most consistent creative partners — a fitting match for an artist who blends sharp storytelling with cultural self-awareness.

Beyond fashion, Staples continues to build one of hip-hop’s most distinctive careers. His 2024 album Dark Times received critical acclaim for its introspective tone and minimalist production, debuting in the Top 10 on Billboard’s Top R&B/Hip-Hop Albums chart. In parallel, his semi-autobiographical Netflix series The Vince Staples Show, produced by Kenya Barris, was renewed for a second season after becoming a breakout streaming hit.

For Converse, the campaign reflects the brand’s ongoing push to align with artists who embody authenticity and cultural credibility — following previous collaborations with Tyler, The Creator, A$AP Nast, and Baby Keem.