Big isn’t big enough. A brand as globally massive as Chuck Taylor requires big gigantic thinking.

Our challenge is to create a design that is fluid and encourages collaboration on a global scale. We wanted to create a personal expression that takes Converse's current "customizable" brand to a much wider platform – one that combines Converse’s own customization abilities with Google+.

The solution? Customize something that doesn’t get enough attention in the shoe, and something that a wearer can’t do themselves – the sole. Drawing on 3D printing, anyone buying a pair of Chucks can customize the bottom of the shoe with design or words.

We called it “What’s YOUR footprint?”

Enthusiasts can customize their shoes with personal messaging, activism, whatever.

Using Google+ to build an international dialogue, enthusiasts can find other like-minded individuals, bringing everyone's voice together. Art, poetry, lyrics, or the words to a famous speech. The possibilities are personal but endless.

In real space, the "End Poverty" version of "What's YOUR Footprint?" Chuck Taylors were exhibited at the Converse Google+ "Chuck Hack" Garage Art Exhibit launched in London on November 20, 2013 at the Hoxton Gallery. Artists from around the world came together to show their version of the "hacked" Chuck Taylors.

The creation was shared with more than 40 million impressions – across Google+, Instagram, Facebook, YouTube, and other social media. A single photo of this design garnered nearly 17,000 “Likes” on Instagram alone.