Converse

Summary

Iconic American sportswear brand Converse markets, distributes and licenses footwear, apparel and accessories. Established in 1908 by Marquis Mills Converse as Converse Rubber Shoe Company in Malden, Massachusetts it is a subsidiary of Nike Inc. since 2003.

Originally known for producing winter rubber shoes and boots.. Converse later shifted its focus to military footwear during World War II. While initially dominating the athletic shoe market in the United States, Converse faced stiff competition in the Seventies as rival brands introduced their own styles. However the brand has maintained its prominence through a diverse portfolio that includes Chuck Taylor All-Star, Cons, Jack Purcell, One Star and Star Chevron.

Today Converse has a widespread retail presence, operating roughly a hundred company-owned stores in the United States and sixty-three in international markets up till 2019. The growth of Converse as a casual fashion accessory reportedly contributed to an estimated $2.4 billion in revenue in 2023.

History

It all began with a fall down the stairs. The injured man, Marquis Mills Converse, who was manager at a footwear manufacturing firm, came up with the concept of creating shoes with rubber soles so that this incident wouldn’t reoccur. In 1908, he founded Converse Rubber Shoe Company, which at that time sold boots with rubber soles.

By 1915 the company was manufacturing athletic shoes and in two years introduced Converse All-Star basketball shoe. In 1923 basketball player Chuck Taylor walked into the store complaining of sore feet. Within a year the company remodelled a pair of shoes with more support and flexibility; the world’s first performance shoes for basketball was named Chuck Taylor All Stars. In a marketing move that would prove to be iconic.. Converse hired him as brand ambassador. Taylor organised basketball clinics across the US to promote the brand and in 1936, Chuck Taylor All Star was official shoe of Team USA at the first-ever basketball championship at Summer Olympic Games held in Berlin. When the United States entered World War II in 1941, Converse began production of rubberised footwear, outerwear and protective suits for the military. During this time Chuck Taylor served as physical fitness instructor for the military before resuming his career as a salesman.

At its peak, the brand reportedly had eighty per cent market share of the sneaker segment in the US. In the Seventies, Converse acquired its competitor PF Flyers. In 1975 the brands split due to an anti-trust lawsuit but Converse kept the trademark rights of the Jack Purcell line it had purchased from the PF Flyers acquisition and it is produced and sold till date. Despite its heritage as the chart-topping basketball shoe, a change of fortune was in store. The brand lost its strength with the passing of Chuck Taylor in 1968 a year after he was inducted into the Basketball Hall of Fame.

By the late Seventies high-tech performance trainers from rival brands Nike Adidas and Puma entered the market and Converse lost its monopoly. When Reebok introduced new designs and technology in performance shoes Converse was no longer official shoe of the National Basketball Association. The brand’s brief revival in the Eighties and Nineties, with Kurt Cobain as its poster boy, marked a shift in brand image. With affordability and stellar design as its strength, Converse sneakers was carving a niche in the casual footwear segment after legendary actor James Dean wore Jack Purcell Converse shoes in the Fifties.

However, debt piled up and the company filed for bankruptcy on January 22, 2001 and its last manufacturing plants in the U.S. shut. In April 2001, Footwear Acquisitions, led by Marsden Cason and Bill Simon, purchased the company and turned it around. On September 4, 2003 Nike acquired Converse for an estimated $315 million – two years after the latter filed for bankruptcy. The brand image underwent another transformation as Nike steered Converse away from its performance shoes towards prolific collaborations with fashion brands Givenchy, Missoni and Maison Martin Margiela.

Recent artistic alliances include a limited edition capsule of Chuck Taylor All Stars inspired by Nate Lowman’s slashed canvases, with each pair selling for $25,000. The formula worked — Converse raked in reported $1.4bn in 2012. With President and CEO Scott Uzzell at the helm, however the brand has begun a significant re-entry in basketball. Kelly Oubre Jr. was the first player to try out a pair of shoes that combined Converse’s traditional silhouette with Nike’s modern technology. In 2020, the brand inked deals with Draymond Green, Natasha Cloud and Shai Gilgeous-Alexander.

Today the classic Converse styles continue to dominate the sportswear market worldwide. As the brand states, “When you wear Converse products you create a culture of authentic street style simply by being yourself. Whether they’re on the feet of a 70s basketball star in a history book or on the street with you today Chucks have always signified cool… because you wear them. We don’t know where you’ll go but we know yo’’ll take Converse to the future with you.”

Vision

Converse envisions empowering the youth by celebrating freedom of expression through its distinctive design aesthetic, creating a platform where individuality thrives. With a long-standing history of fostering self-expression, the brand continuously challenges the status quo, allowing young people to communicate their identity, values, and creativity through their footwear. Converse sees its products as more than just shoes; they are a blank canvas for personal stories, making each pair a unique reflection of the wearer’s personality. This approach not only aligns the brand with the spirit of youth culture but also allows for a deeper connection with communities that value authenticity and self-expression.

The Converse design team plays a pivotal role in this vision, constantly evolving to think and behave in new ways. Whether by experimenting with bold colors, textures, or materials, the team ensures that Converse remains at the cutting edge of fashion while staying true to its rebellious roots. Their innovative approach allows them to embrace both tradition and modernity, appealing to a new generation of consumers. By keeping the spirit of creativity alive, Converse ensures that its designs are not only trendy but also resonate with the bold, daring, and independent spirit of its audience.

Looking ahead to the future, Converse aims to continue embodying creativity, rebellion, and a daring spirit for the next hundred years. The brand is committed to pushing the boundaries of what it means to be a cultural icon, consistently empowering young people to express themselves without fear. This long-term vision will drive Converse’s evolution, ensuring that it remains a symbol of authenticity, freedom, and individuality for future generations. By staying attuned to the voices of the youth and fostering creativity, Converse will continue to be a catalyst for change and self-expression in the fashion world.

Mission Statement

Converse’s mission is rooted in the belief that creativity and individuality can change the world. The brand strives to inspire and enable people, especially the youth, to express themselves authentically through fashion. Converse sees its footwear as more than just products—they are tools for self-expression and empowerment. With this mission, the brand aims to break down barriers and foster inclusivity, ensuring that everyone, regardless of background or style, feels empowered to showcase their uniqueness. This sense of inclusivity and freedom of expression defines the core of Converse’s mission, aligning with its longstanding identity as a cultural and creative icon.

A key element of Converse’s mission is innovation in design, where the brand constantly seeks to push creative boundaries while staying true to its heritage. The Converse design team plays a significant role in reimagining classic styles with modern twists, ensuring that the brand remains relevant across generations. By merging tradition with contemporary trends, Converse upholds its mission to cater to evolving tastes while continuing to be a canvas for individual creativity. The brand’s collaborations with artists, designers, and musicians reflect this ongoing commitment to creative partnerships, further solidifying its place as a brand synonymous with innovation and self-expression.

In line with its mission, Converse actively supports various social causes and creative communities. By partnering with non-profit organizations, launching sustainability initiatives, and supporting grassroots creative efforts, Converse ensures that its mission extends beyond fashion. The brand is committed to making a positive impact on both culture and society by fostering creativity, diversity, and inclusivity. Through these initiatives, Converse not only promotes self-expression but also drives meaningful change, solidifying its role as a brand that empowers individuals to make a difference through creativity and authenticity.

Recognition and Awards

Converse is recognized for its iconic timeless styles. The brand’s most notable product line is the Chuck Taylor All-Star which has become synonymous with Converse. These classic sneakers feature a canvas upper, rubber sole, and distinctive ankle patch with the signature of basketball player Chuck Taylor. Converse is also recognized for Cons, Jack Purcell, One Star and Star Chevron, each with its own unique design elements and loyal fan base. The brand’s commitment to quality craftsmanship and a wide range of collaborations with designers and artists further contribute to its recognition and status in the footwear industry.

Products and Services

Converse is acclaimed for sports shoes, which has cemented its place as an iconic brand in athletic footwear. One of Converse’s most recognizable products is the Chuck Taylor All-Star, originally created as basketball shoes in the early 1900s. These shoes gained widespread popularity when Chuck Taylor, a basketball player and coach, collaborated with Converse to improve the shoe’s design for better support, flexibility, and performance on the court. His contribution was so significant that Converse added Taylor’s signature to the ankle patch, leading to the shoes becoming known as Chuck Taylor All Stars. What started as a performance shoe quickly transcended into a cultural phenomenon, with the Chuck Taylor All Stars being embraced by athletes, musicians, and fashion enthusiasts alike, solidifying Converse’s place in popular culture.

Converse continued to expand its product line, particularly within the basketball category, with the introduction of The Weapon in 1986. This shoe was endorsed by legendary basketball players Larry Bird and Magic Johnson and featured leather construction, superior support, and unique color schemes that matched various team kits. Its design and performance-focused features made it an instant hit among basketball players and fans. Before The Weapon, Converse had already launched other basketball shoes that became well-known, such as the One Star in 1974, the Pro Leather in 1976, and the Starion in 1984, each designed to meet the specific needs of athletes while continuing to appeal to everyday wearers.

In 2015, Converse released the Chuck Taylor II, a modernized version of the classic Chuck Taylor All-Star. This redesign incorporated Nike technology—thanks to Converse’s acquisition by Nike—offering enhanced comfort and durability while preserving the timeless design of the original. The Chuck Taylor II exemplified Converse’s ability to innovate while honoring its rich heritage. Beyond basketball, Converse has ventured into other categories, including skateboarding and lifestyle shoes, offering products that embody the brand’s ethos of creativity and rebellion. These iconic products, alongside Converse’s constant drive to innovate, have made the brand a staple not only in sports but in fashion and streetwear as well.

The Team

• Scott Uzzell (President and CEO)
• Sophie Bambuck ( VP, Chief Marketing Officer)
• Robert Hale (VP, Global Brand Insight, Planning and Operations)
• Gareth Hosford (VP Geographies and Global Sales)
• Jay Lodico (VP Merchandising and Sales)