Selection of Converse Shoes
What is the oldest basketball shoe that is the most popular and best-selling of all time? It is not the iconic Air Jordans produced by Nike, nor the Adidas or New Balance sneakers. It is the Converse All Star "Chuck Taylor"! Success, acquisition by Nike, new strategy: let’s decode the history of Converse together.
What is the story behind the creation of Converse Rubber Corporation?
It was in 1908 that the Converse Rubber Corporation opened its doors. At first, the company only manufactured rubber sneakers related to work, with a focus on winter boots. It was not until 1917 that the brand finally decided to keep the workforce employed year-round to produce sports shoes. With the popularity of basketball, the Converse Corporation seized the opportunity of this market to develop the first version of the All Star basketball shoe in 1917. Designed for basketball players, this pair quickly became a favorite among athletes and would eventually become the first mass-produced basketball shoe in North America. It laid the groundwork for what would later become the famous Converse Chuck Taylor. Today, they come in a wide range of colors, sizes, and styles, from high-top to low-top versions.
A name change due to Charles H. Taylor
Charles H. Taylor was a basketball player for the Firestones of Akron. Seeing the great potential of the All-Star for basketball, he decided to join the Converse sales force: he would become the coach of the Converse All-Stars, the company’s industrial basketball league, and host basketball events to promote the All Star shoe. Thanks to his sales acumen and contribution to the company, the All Star changed its name in 1932 to become the "Chuck Taylor All Star" in honor of Charles (nicknamed Chuck) Taylor.
Converse: a pair worn by basketball athletes as well as military personnel
The Converse Chuck Taylor All Star are not just sneakers; they are a reflection of an entire era. Basketball teams all began to wear Converse "Chuck Taylor" All Stars. In the 1930s, the white high-top model was designed for the 1936 Olympic Games, and the patriotic red and blue design shoe gained popularity. During the 1940s, in the midst of World War II, the brand outfitted the U.S. Army, providing durable and comfortable canvas sneakers for soldiers. The military wore these high-top shoes, recognizable by their solid rubber sole and optimal comfort. In 1957, the low-top All Star was introduced: at that time, Converse held 80% of the entire sneaker industry.
New competitors in the market
Over time, new rival companies emerged, such as Nike Corporation and Adidas. They gradually chipped away at the market share, particularly by betting on new models with colorful designs, fully leather uppers, and high-tech innovations (like air cells). Although Converse followed the trend by incorporating a greater variety of colors and new models like the One Star and Dr. J, the company was forced to innovate continuously to avoid being left behind by the competition. The Converse "Chuck Taylor" All Star, once the top shoe of elite basketball players, became for a time the shoe of counterculture and baby boomers.
The acquisition of Converse by Nike after some difficulties
In the 1980s and 1990s, the Converse company went through some tough times. Ownership and management changed several times, and poor business decisions (as well as their loss of market share) wreaked havoc on the company. In 2001, Converse filed for bankruptcy. However, the brand was far too established in American culture to be abandoned. That’s when Nike stepped in and acquired the brand in 2003 for $305 million. This acquisition marked a turning point for the brand, and the Chuck Taylor sports shoes continued to thrive. Unisex and comfortable, they are currently experiencing a true revival among adults and teenagers.
Why is the Converse logo inside the shoe?
The unique position of the Converse logo inside the shoe, particularly on the famous Chuck Taylor All Star, is a deliberate choice that dates back to its beginnings. Converse adopted this strategy to offer a clean and discreet aesthetic while preserving the authenticity of its iconic sneakers. This internal logo placement was also a pragmatic response to the time, allowing basketball players to enjoy a clean and smooth external surface, free of raised elements that could affect their game. However, this discretion played a subtle yet crucial role in the rise of the Converse Chuck Taylor All Star to the status of a fashion icon. By hiding its logo inside the shoe, Converse created a sense of exclusivity and mystery, attracting personalities such as Chuck Taylor himself and legendary players like Wilt Chamberlain or Julius "Dr. J" Erving. This approach not only helped forge the image of the best-selling sneaker in the world, surpassing millions of copies, but also played a role in the rise of the Converse star logo, which became a symbol of style, counterculture, and lifestyle. Thus, this strategy, by placing the logo inside, shaped the mythical and timeless aura of Converse, propelling them to the heart of sneaker history.
Converse: a reinvention of iconic models
Always in search of renewal, Converse collaborates with young talents from around the world to revisit the Converse Run Star Hike, a more than iconic model. The Chuck Taylor All Star Move is elevated, with a new silhouette thanks to an EVA foam midsole (like the Run Star Hike) for added lightness. The goal of the work around this pair is to improve daily comfort in urban environments. By playing on platforms, more street and raw details, and even a possibility of Converse customization on their site, the brand seeks to win back the favor of a younger and trendier audience, with models that are still practical while being stylish. With varied colors, black, white versions, or even special editions like the Chuck Taylor platform, lift, or move, Converse renews itself while keeping its roots.
How to choose your pair of Converse?
Choosing the right pair of Converse can seem difficult given the diversity of models. It is important to consider several criteria:
- Model: The high-top Converse offer better ankle support, while low models like the Converse low top are lighter and more suitable for everyday use.
- Style: Whether you prefer a classic style with Chuck Taylor in canvas or a more modern look with Converse Platform, the choice depends on your personal taste.
- Comfort: The Converse Run Star Hike or Converse Move are ideal if you are looking for optimal comfort with thicker soles.
- Size: Converse can sometimes run a bit large. It is advisable to try several sizes to find the one that fits best.
Whether you are a fan of classic models like the Chuck Taylor All Star, or prefer the latest innovations like the Converse Platform or Run Star Hike, Converse remains an iconic brand. With its models available for women, men, and children, as well as its many promotions and sales regularly offered, it is easy to find the perfect pair at an affordable price.
How to maintain and take care of your Converse?
To take care of your Converse and extend their lifespan, regular maintenance is essential. If your Converse are made of canvas, it is recommended to clean them by hand using warm water, mild soap, and a soft-bristled brush. This process effectively removes stains and accumulated dirt without damaging the material. If you have leather models, like the Converse leather, a soft cloth and a suitable leather cleaning product will do the trick. Once cleaning is done, it is crucial to let your Converse air dry, away from sunlight, as direct exposure to heat can damage the material and cause discoloration. Additionally, it is strongly advised not to put your Converse in the washing machine, as this could not only deform the shoes but also alter their color.
