Naming strategy and name for iconic sneaker brand

There are few brands more iconic than Converse’s Chuck Taylor All Star. So, Catchword was of course honored to be engaged to help develop a strategy for naming the company’s historic update of the sneaker line. From Chuck– and All Star­–specific naming strategies to feature and end-benefit based, we explored every possible creative solution. The approach that made the most sense? The one as classic as the shoe itself: a simple, numeric modifier that kept the focus on the epic Chuck name and still strongly suggested an evolution of the brand.