Converse prepares for another hit endorsement with Grammy award-winning artist Baby Keem- a 22-year-old rapper who’s making a splash in the music industry after releasing his latest single “Hillbillies” with Kendrick Lamar. Converse and Keem began their partnership in 2022 with a subtle yet elegant campaign with Keem sporting the classic Black Chuck Taylor Allstars. The campaign also featured a short film of the rapper, with an edgy cinematic take on the invention of the shoe. One can only expect the same creative precedent to take shape in the upcoming launch.
Converse has a storied history of collaboration. Their campaign “Create Next” has partnered with notable artists such as Tyler The Creator, Shai Gilgeous-Alexander, Big Freedia, Alexis Sablone, Rick Owens, and many others. With the help of these emerging creators, Converse expands its artistic horizon, including perspective and design elements tailored to individual artists and their personal flair. Keem, among many others, has used this platform for creative expression, promoting the brand with personal touches. “Create Now” allows Converse to tap into the creative minds of talented designers and musicians to implement a fresh spin on classic looks.
The elevated and nuanced shoot with Keem represents exactly that. In this campaign, Keem is once again sporting his favorite Black Chuck Taylor Allstars, creating a powerful silhouette against the bright reds and concrete background. The rapper’s continuation in this partnership with Converse, is a testament to the brand’s commitment to artistic collaboration, the impact of which has elevated the design and promotion of the shoes’ classic look. Converse pairs the mediums of music and fashion beautifully, stringing together elements that emote an accessible yet high-end feel.
This collaboration comes conveniently after the release of Keem’s newest music collaboration with Kendrick Lamar on the song “The Hillbillies”. The song is one of several works the two have produced together, with others like “Family Ties” topping the charts in late 2021 and later receiving a Grammy. If the success of prior collaborations says anything about the duo’s most recent endeavor, this new release could be yet another hit. On the track, the two go back and forth, discussing designers, women, and fame. The song is quite the listen, with a fast beat and overlays of Bon Iver’s “PDLIF” track creating a complex melody. The music video also speaks to the song’s artistic flourish, the gritty lo-fi imagery is raw, giving a similar motif to the campaign video in Keem’s prior collaboration with Converse.
Riding the wave of media attention Keem has received from his new single with Kendrick, the collaboration blends elements of Keem’s personal style with the classic look of the Chucks. The campaign itself presents an intimate look into Keem’s artistic expression and pays homage to his personal flair. As Baby Keem continues to pave his way in the music industry, everyone is excited to see what other partnerships are in the works.