Converse Renew Labs was designed as an interactive sustainability hub within two of South Africa’s busiest shopping destinations. The activation invited Chuck loyalists and mall-goers to bring in their well-worn sneakers for one of three renewal paths:

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1. Repair – Shoes received core repair work by an on-site cobbler, breathing new life into pairs that might otherwise be discarded.

2. Deep Clean – Sneakers were professionally cleaned and refreshed, restoring pride of wear.

3. Recycle & Renew – For shoes beyond repair, participants could recycle them responsibly and receive promo codes toward new Converse products.

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​Converse Renew Labs engaged over 2,500 consumers, with nearly 1 in 5 participants (20%) converting by bringing in shoes for repair, cleaning, or recycling. A total of 500 pairs were worked on, reinforcing Converse’s commitment to circularity while delivering tangible value to its loyal base. The activation saw high engagement from Chuck loyalists, strengthening brand loyalty and advocacy. It also generated significant traction in educating consumers about Converse’s sustainable mission and achieved positive earned media through strong mall visibility and organic social sharing.