Rue Bennett, Zendaya’s character on “Euphoria,” has been through a lot. The teenager overcame unthinkable obstacles in her life, all while wearing a pair of beat-up Converse Chuck Taylor All-Star sneakers.
Out of all her costars on the HBO hit series, Zendaya’s fiercest and most loyal companions through it all have been her black and white canvas high-top shoes. In the past three seasons of the Sam Levinson-created show, Rue has worn the shoes while attending a wedding, at her father’s funeral, while running away from home, during multiple stints in rehab, while smuggling drugs across the border and, literally, digging her own grave. No matter the circumstances, she has stayed committed to her Converse shoes.
The first episode from season three opened with Rue driving a Jeep across the border and climbing down a contraption into Mexico, and Zendaya performed the stunt while wearing Chucks. No matter how much disarray is in Rue’s life, no task is too small for her. She just laces up her go-to sneakers and deals with it.
In that same episode, fans pointed out the inconsistencies in the character’s wardrobe, asking on social media how someone who is unhoused and without a stable source of income could afford to wear a Saint Mxxxxxx Angel of Death pullover hoodie, which retails for around $1,000, with Kenzo camouflage cargo Bermuda shorts, which retail for $300. While she could have been purchasing her clothing secondhand or using her drug-smuggling money on her wardrobe, the one thing that has continued to make sense for Rue is her shoe choice.
“Euphoria” season three, episode one. Courtesy of HBO.
HBO
The sneakers have become somewhat of a rite of passage and a wardrobe staple for young people worldwide since they first made their debut. Converse first introduced the “Non-Skid” shoe in 1917, defining the design as the “All-American Basket-Ball Shoe,” which then became the predecessor to the Chuck Taylor All Star. Basketball player and salesman Charles “Chuck” Taylor joined Converse in 1921, and after suggesting design improvements for flexibility and support, his signature was then added to the ankle patch in 1934.
The Chuck Taylors were most popular as a basketball shoe from the 1920s through the 1960s, and they even served as the official shoe of the NBA and the Olympics. The sneakers experienced a resurgence as a popular casual fashion and streetwear staple from the 1970s through the 1990s, and as seen with Rue, they continue to be popular with younger generations today.
Zendaya as Rue Bennett in “Euphoria.”
HBO
The canvas shoe has evolved into a cultural icon for generations of athletes, artists, musicians and those with a rebellious spirit, like Rue. While it’s no longer viewed as an appropriate basketball shoe, the Chuck Taylor has become a symbol of nonconformity, and a trusted comrade on the road to self-discovery. The shoes have also remained accessible and affordable at a retail price of $65, which is a lower price point than other sneakers like it.
Converse sneakers have also become popular at the gym in recent years. The shoes have become a go-to workout sneaker for weight lifters, specifically for those performing exercises like squats and deadlifts, due to their flat, hard and non-compressible soles that provide maximum stability. The 0mm “zero-drop” heel-to-toe, thin sole allows for a more natural, barefoot-like feel. The flat sole prevents the instability caused by cushioned running shoes, which can also block the efficient force transfer required to lift weights and target certain muscles.
Converse Chuck Taylor All-Star sneakers.
Variety reported in April that the recent season of “Euphoria” premiered to massive success, with the debut episode drawing 8.5 million U.S. viewers across HBO and Max within its first 72 hours. That amasses to millions of free marketing for Converse, helping their signature shoe gain even more visibility with younger viewers without paying for advertising. FN reached out to Converse for a comment regarding the show’s impact on their sales, but the brand declined to comment.
Jimmy Choo, on the other hand, has used the show’s popularity to its advantage. The luxury footwear brand has gained massive exposure thanks to Sydney Sweeney. The actress, who is face of their latest campaigns, has repeatedly worn the brand’s shoes as part of her character Cassie Howard’s wardrobe this season. Although Zendaya already has an ongoing partnership with On, Converse could have potentially benefited from a “Euphoria” collaboration to boost sales and reinvigorate interest in the brand from the show’s Gen Z and Gen Alpha viewers.
Product placement in TV and films is not new but it has reached a fever pitch in recent years, most recently with the fashion collaborations in “The Devil Wears Prada 2,” which included partnerships with Old Navy and Valentino. These strategic partnerships and product placements allow brands to embed their products into storytelling or integrate themselves into a cultural moment, while also emotionally connecting with viewers and audiences. In this case, Converse got that level of exposure seemingly without paying for it, which is especially rare to obtain from a show airing on a commercial-free cable television network like HBO or other popular ad-free streaming services.
Zendaya as Rue Bennett in “Euphoria.”
While Rue Bennett is in no way a role model or a positive influence on viewers, both the character and the actress who portrays her have carried a heavy cultural relevance since the show’s debut in 2019. Zendaya has also caused a resurgence in the popularity for the Christian Louboutin So Kate high heels among a younger generation. In the same way, the Chuck Taylors have been so embedded within the show’s storylines that the show has inadvertently made Converse a part of the cultural conversation again, which the shoes have added authenticity and realism to the otherwise over-the-top world of “Euphoria.”
