At some time in our lives, we have all wanted to have Converse shoes. Undoubtedly, it is an icon of pop culture, modernity and youth, which has been around for more than a century without losing its essence and which today more than ever continues to be in the hearts of the public, conforming to trends. It is that its minimalist design makes it one of the most universal accessories in our wardrobe. But surely you have also wondered what is your story? And how did they become a fashion icon? Join us to discover the answers.
This iconic company was founded in 1908 by businessman Marquis Mills Converse, in Massachusetts, United States. The company gradually grew and in 1917 it would create the first version of the “All-Stars”, a very simple design called “Non-Skids”, designed to attract the attention of basketball players, giving them protection and comfort during demanding games. Thus, the confidence and respect of the professional league and all its coaches and players was gained, becoming the official footwear of NBA players.
Subsequently, in 1921, this shoe was renamed “Converse Chuck Taylor All-Stars”, because Chuck Taylor, a player in the United States professional basketball league, became part of the brand, after going to the He tends to complain about the “All Stars” shoes, claiming that they had caused pain in his feet. However, he left there with a new job, as a brand ambassador, salesperson, and advisor.
Starting in 1932, Chuck Taylor’s name began to be printed on the patch placed on the ankles of Converse All Stars boots. What greatly favored the brand, which would manage to expand and completely dominate the footwear industry for the time.
In 1936 Chuck Taylor designed the first white “high top” boots, with blue and red stripes, intended to fit all the North American athletes who would participate in the 1936 Olympics; which made the brand rise like foam, and by 1957 it managed to have 80% of sales in the sneakers industry.
This was how the iconic “Chuck Taylor All-Stars” boots began to be worn by all players, in all their versions, being sponsored by the best in the world of sports. What was definitely an endorsement for general sales to increase a lot. This impulse made them want to try their luck with other models, such as “The Weapon”, which were used by Larry Bird and Magic Johnson in the eighties, and were later relaunched in the 2000s with the image of Kobe Bryant.
After the death of Chuck Taylor in 1969, who was the leading figure in the brand, and the creative mind that gave the company momentum, new competitors from the footwear industry were arriving, which is why Converse had a major relapse. Well, the “Adidas SuperStar” came onto the market, which soon became the best-selling shoes, penetrating into the urban culture of big cities around the world.
Then the great company Nike joined the competition, which over the years would save Converse financially, when in 2001 it declared bankruptcy, buying it and changing its path and with it, the history of this emblematic shoe brand of the United States and the world.
In this way, the brand focused on its renewal process, based on another target, so as not to be an exclusive shoe for basketball and athletes, market segments that were already sufficiently dominated by brands such as Nike, New Balance and Adidas, among others.
In this way, young people became Converse’s potential clients, giving the firm new airs, through incorporation into the world of fashion and Street wear; and it is still in force today as a mandatory reference for modern people with their own casual style, leaving aside the sports field and moving away from basketball culture, as the main source of its production.
This new approach that merited changes in objectives, goals and strategies, has made it a global brand, which has been used by rock lovers, such as the members of The Ramones, who used to wear Converse shoes, as well as Nirvana. Iconic characters in the world of music and rock in particular, and who undoubtedly influence the purchase decision of the young people who follow them; and watch how they dress and fit.
Currently, Converse has ventured into the field of skateboarding, dressing characters such as Kenny Anderson and Rune Glifberg, which increases the prestige of this brand. Likewise, in 2015 the “Chuck Taylor II” shoes were launched, which are sneakers made with Nike technology, which provide a lot of protection for the feet.
Its market strategies have led the brand to delve into pop culture, through the design and launch of shoe models associated with artists and bands, such as Gorillaz, Metallica, Nirvana, The Ramones, AC / DC and Green. Day. This has allowed him to stay current in the taste of contemporary youth and adults, who see these shoes as a key element for their personal style.
ALFA