UPDATE : Danicha Leliveld, Creative Director, CONVERSE Europe (Nike Inc), on Creative Vision, Collaborations, and the new CONVERSE x Charli XCX Campaign
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
Musicians and Converse – an unbeatable combination. From Avril Lavigne and Gwen Stefani to Billie Eilish, Kendrick Lamar, and Snoop Dogg – stars from the music scene have been wearing Converse for years. Another fan is Charli XCX, who has now teamed up with the brand. 'I wear my Chucks so much they have holes in them, so I was really excited to work with Converse so I could get a new pair. They’re iconic,' says Charli about the new partnership, which was announced in late October. A perfect moment to introduce you to the campaign – and especially to Danicha Leliveld, Creative Director of Converse Europe, here on GoSee.
Danicha Leliveld is a dynamic force in the world of creative direction, with a rich background spanning multiple global brands. Since 2018, she has been an integral part of Converse Europe, where her vision and expertise have played a significant role in shaping the brand’s identity and campaigns. Prior to her work at Converse, Danicha honed her craft at Nike, where she developed a keen eye for innovative storytelling and design. With her unique perspective and blend of high-level experience, Danicha continues to redefine what it means to create impactful and memorable brand experiences.
How did your journey in the creative industry begin? Danicha: My journey in the creative industry started professionally when I was 20, studying at the Royal Academy of Arts in The Hague. Before that, I was doing side projects alongside my studies—VJ’ing at queer parties in Amsterdam, designing logos, posters, and identities for friends who were starting small brands, and doing product photography and graphic design for a sneaker store I worked at. I also videographed events, taught myself editing, and created sound for them. I was the "yes girl," always up for anything, though it was all unpaid. I enjoyed each project, no matter how small or silly. I love stepping out of my comfort zone; if I didn’t know how to do something, I either found the right people to help or searched the internet to figure it out. My biggest fear is becoming too comfortable, losing inspiration, or not being able to learn new things. For me, creativity takes courage—if something doesn’t make me a little scared, I’m not interested. If it doesn’t evoke emotion, how can I expect others to be moved by it?
My network grew naturally as I met people through these projects. When I was 20, someone from Sony Music asked me to produce a music video for one of their new artists. Despite having no experience in directing or producing music videos, I took the job. I quickly assembled a team, and everything was a first for me—creating a concept, presenting it to Sony, managing the budget, directing, casting, and editing. The week of shooting was a blur of adrenaline and stress, but by the end, the sense of pride in bringing it all together was unforgettable. From that moment, I was hooked on creating projects where people come together to make something amazing. Each project needs to be bigger and riskier than the last; I never want to repeat myself, just build upon my work.
Converse has a rich history of connecting with youth culture. How do you approach this legacy in your role as Creative Director, and how do you ensure the brand remains relevant? Danicha: This is truly one of the biggest reasons I love to work for a brand like Converse. Converse is often the first brand young creatives collaborate with, whether it's their first brand endorsement or campaign. I've worked with talents like Gabriel Moses, Slawn, Feng Chen Wang, Arlo Parks, Sophie Jones, and Jude Lartey—artists who began their careers with us before anyone else believed in them. We saw their potential and helped launch their careers.
I’m not interested in hiring experienced creatives who offer predictable outcomes. The magic lies in working with those who are driven by passion, with nothing to lose and the courage to challenge the norm. These are the people who push me to stay inspired and keep doing things differently. Converse’s authenticity shines through because we elevate underrepresented voices, and we understand why that’s important.
Our marketing team uses its platform to offer opportunities and give people a chance to make a real impact. For me, it’s not about keeping Converse relevant—it’s about making the right decisions and leaving behind a legacy. When you make your work personal, it connects with people, and they feel that passion. Consumers are smart; they know when something feels inauthentic. Always do things for the right reasons, and that's how you stay relevant.
My projects are most successful when I bring together a diverse team, where everyone’s voice is heard. I don’t differentiate roles—everyone contributes equally to the creative process. I create space for people to express themselves and have a say in every part. No egos allowed. If one person falters, the whole project is affected. The best compliment I can get as a Creative Director is when people leave set saying it was the best project they’ve been part of.
What does a typical day look like for you as a Creative Director at Converse? Danicha: Gosh, there is never a typical day at Converse. I mean, yeah some days are less exciting then others but my job is very diverse. Most days, I’m in meetings, aligning strategies with teams or making creative decisions for ongoing projects. Other days, I’m developing concepts from briefs for upcoming seasons, searching for new partners, or reaching out to people I’ve connected with online. I’m very active on Instagram, using it as my main tool to discover new talent, agencies, and creatives. My work is personal, and even in my downtime, I engage with others’ work and stay connected. We also hold weekly meetings with inspiring agencies and individuals, which helps me understand their creative processes in a more meaningful way.
The best part of my job is when we’re on set bringing a concept to life. It’s stressful but magical, and the energy of creating something tangible from an idea is what drives me. Traveling also inspires me, as meeting new cultures and people constantly feeds into my work. But the most exciting part is the team I get to work with every day. The Converse Brand Design team in Europe, made up of four incredible women, challenges and supports me to do better, creating a space for vulnerability, authenticity, and creativity. We have each other's backs and are always honest with each other, which makes me proud of what we've built together, even when the work is stressful.
In what ways do the teams in Europe adapt global campaigns to fit the local market needs and cultural differences? Danicha: I have a strong relationship with our Global Creative Director, John Osborne, which helps given my years with the brand and the trust I’ve earned to make decisions for Europe. John and I discuss the future of the brand, areas that need change, and how we can align better. While market differences can be challenging, the internet has helped bring global consumer tastes closer together, making alignment easier. We share work early on, giving feedback to ensure it speaks to a global audience, and we continue to improve each time. In the past, Global would set the brand POV, and Europe would adapt it for local markets. Now, we no longer double up the work—most of the projects, especially our partnership campaigns, are launched globally.
Looking back at your career so far, what project are you most proud of, and why? Danicha: The Converse x Dazed partnership and the projects that came from it are definitely the ones I’m most proud of. I’m drawn to purpose-driven projects that elevate communities and provide platforms for people to create and inspire others. Converse has always focused on creating space for such initiatives. We were the main sponsor of the Dazed 100 platform, which highlights emerging creatives. We also funded some of the Dazed 100 projects, helping them get started and amplify their work.
One of the key projects from our Dazed Open To Change partnership was “Manifesto for Change” with Samuel Ross, launched during COVID when many creatives had limited opportunities. We set up mentorship sessions where young designers, artists, filmmakers, and changemakers were mentored by Samuel Ross and other industry leaders, helping them turn their ideas into business realities. These sessions were recorded and released as a YouTube series on Dazed, offering valuable insights for anyone wanting to break into the creative industry.
Another project close to my heart is Arlo Parks' Art Therapy, part of the Open To Change partnership. We created a film with an open call for artists to submit work exploring the theme of finding solace through art. The winning pieces were displayed on posters in Manchester, Bristol, and London, supporting the suicide prevention charity CALM. We also created the Art Therapy Journal, a zine focused on mental health, where people could release thoughts and find inspiration from others in the creative community.
After collaborations with The Creator, Billie Eilish etc you just launched the first CONVERSE x Charli XCX campaign. What makes this collaboration so exciting? Danicha: What makes this collaboration with Charli and Converse so exciting is that it feels like a perfect match—she aligns so strongly with our brand identity. I've always seen Converse as the bratty sibling of Nike, so Charli’s "Brat" world makes total sense. Converse has always been independent, not following the masses, and is loved by those who defy conformity. We have that “punk” mentality, doing what we want for the right reasons, and I see the same in Charli. She boldly expresses her creativity without caring what anyone thinks.
It’s important for brands to partner with talents who authentically wear the brand, not just to ride the wave of success. Charli wearing her own Chucks in the campaign shows how real this partnership is—she genuinely embodies the brand. I'm excited for what’s to come with Charli XCX; this campaign is just the beginning, and there’s much more to look forward to.
What role does collaboration play in your work, both within the Converse team and when working with external partners? Danicha: Collaboration is at the heart of everything I do—there’s nothing in my job that's not a partnership. This is why I feel I have the best job in the world. I believe great work comes from bringing together diverse people who challenge each other to create honest, inspiring work that resonates with a larger audience. Within Converse, I work closely with my brand design team, a small group of 4 women (2 producers, 1 senior designer, and myself), which functions like a creative agency within the brand. Though it can be tough with such a small team handling so many projects, it also allows us to move quickly and push bold, progressive ideas.
Each season, I assign projects to team members based on their strengths, giving them ownership and creative freedom. While I oversee everything, I want to elevate my team and let them lead. I believe young talent surprises you when given the space to lead and innovate, and I think a lot of leaders restrict their teams too much, which stifles creativity. At the end of the day, we make work that speaks to a younger audience, and they know best what works.
I bring that same energy to the creative partners and agencies I collaborate with. I don’t want a client-agency dynamic—I want an equal partnership. I believe in creating space where everyone feels empowered to contribute, challenge each other, and bring their best ideas to the table. When both sides are inspired and feel something, it translates into better work.
What trends in design and branding are you most excited about right now, and how do you see them influencing the future of your work at Converse? Danicha: I’m most excited about AI, I know a lot of people are “scared” for AI and think it could potentially take over our jobs in the future but I feel like we tend to be scared for things that are new and unknown. I see a lot of opportunity in this and see it more as a tool we can use to make our jobs easier vs taking over our jobs completely. I can spend a lot of time sketching up an image or creating a moodboard to translate what’s in my head and make it visual for people to understand what I’m after, AI can be a big help saving time on doing this and helping me visualise my ideas for instance or helping me explain a concept better in writing. At the end of the day people still need to prompt AI and you need to give AI creative input to make sure it creates the image or vision that you had in mind. I don’t know exactly where this technology is going and how this will develop itself further but for now I mostly see the potential in this and using it as a tool to make my job easier.
CONVERSE x BABY QUEEN
Can you tell us about the cooperation with Baby Queen – “Colours of You”? Danicha: When we signed Baby Queen as our Converse brand partner, an important aspect that closed the deal for us is knowing both she ans brand have so many shared values – big one was uplifting the creative community; giving oddballs and creative outsiders a leg up within the industry and democrasing access.
With the 'Baby Queen: Colours Of You' music video project – we had an intimate brainstorm with her on what she’d like her give-back project to be / what areas are most meaningful to her that we could collaborate on. Insight: for baby queen, she started to become a Big Name that would sell out concerts after her music was featured in Heartstopper (Netflix series) . she wrote a bespoke song for the main character Nick Nelson when he discovers his bisexuality within the show which took on a life of its own and inspired countless of fan edits for what the music video could be. But whilst so many fan edits existed, baby queen was still quite an indie artist at the time with no budget for a music video. it's a few years on but her fans are still clamouring for a music video to this day. So that's where we thought we'd come in and support, creating a music video for baby queen's standout track - but not only that, we were going to do it in a way that gave inspiring artists & creatives & baby queen fans to co-collaborate with us.
What inspired the concept behind Converse's "Rule Summer" campaign, and how did you collaborate with IMM girl Yaya to bring this high-energy, empowering vision to life? Danicha: "Rule Summer" was inspired by the idea of a festival—not just music, but a gathering where people come together to experience something unforgettable. Whether it’s a fashion show, a creative talk, or a skate event, a festival is about celebrating together, regardless of who you are or what you look like. I wanted to capture that spirit of unity.
The concept of a "Fashion Mosh-Pit" came from Converse’s punk and rock DNA. I wanted to take the mosh pit—a space where race, gender, and sexuality don’t matter—and make it relevant to today’s culture. It’s about bringing together creativity, emotions, and different cultures in a space where everyone can express themselves freely. Music is central to Converse, and the mosh pit has been reclaimed by all kinds of audiences. We wanted to celebrate that as a symbol of connectivity.
What I loved about this idea is that the mosh pit is often seen as an "aggressive" male space, with women less represented. By placing women at the center of this campaign, it became empowering—showing that this space is just as much ours.
We also love the Unleash Your Chaos Campaign- can you tell us more about it? Danicha: For our latest holiday season, we launched bold and progressive women's products like the Converse XX-hi and XX-hi heel, and wanted the campaign to match that energy—unapologetic and "in your face." Global’s holiday campaign used the tagline Spark the Season, encouraging creators to disrupt the usual holiday chaos. For Europe, we took a different approach but stayed true to that spirit. I wanted to elevate the idea and created Fuck The Season. The goal was to reset the perception of female style, reclaim confidence, and empower women to write their own rules.
Fuck The Season was about rejecting the pressure to conform to unreachable beauty standards driven by social media, AI, and filters. The more we’re pushed to be “perfect,” the more we want to rebel. It’s about embracing chaos and messiness. We brought together four women from different European cities, each with their own unique style, allowing them to shape how they were portrayed rather than just being models.
We moved away from big hero films and took inspiration from unhinged, weird content online, aiming for a fun, shareable holiday campaign that would create that "wtf" moment. Sometimes, brands need to not take themselves too seriously, especially in the entertainment space where joy and laughter are key. I also wanted to give women a platform to show up in fun, unexpected ways—not through the male gaze, but through their own imagination and narrative.
CONVERSE & Daily Paper - Homecoming
And what was the idea of one of your latest projects Converse & Daily Paper - Homecoming? Danicha: The Converse & Daily Paper - Homecoming project was one of my proudest this year. It meant a lot to work with Daily Paper to authentically tell the story of the diaspora, a topic that’s rarely covered in media, especially in big brand campaigns. We wanted to tell the story right, so we flew two talents from the US to Senegal to reconnect with their families. Over three days, we shot at 20 locations, emphasizing the unique experience of the diaspora, where families are often spread across the globe and stay connected through calls and FaceTime, never able to capture the full family portrait.
Converse and Daily Paper share a strong connection to youth and community. Converse is a symbol of self-expression for rebellious creatives, while Daily Paper promotes inclusivity, diversity, and belonging. This partnership felt like a natural fit. The collection was inspired by the Ethiopian flag’s colors—red, yellow, and green—which symbolize resistance, strength, peace, hope, and the land. These colors have been embraced across Africa, with Ghana and Senegal being early adopters. The campaign highlighted the dynamic exchange of these cultural influences between the diaspora, with multiple generations proudly embracing their identities and heritage. Shot in Senegal, with faces linked to the diaspora, the campaign celebrated unity, joy, and self-expression.
I definitely want to give the biggest shout out to the Daily Paper creative team Ayisha Laura and Eddy Vidall who were the strongest creative drivers behind this amazing campaign.
e the strongest creative drivers behind this amazing campaign.
CREDITS
Photographer Sharna Osborne for CONVERSE
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