A definitive history of Converse
Birthing some of the most important footwear silhouettes the world has ever seen such as the Chuck Taylor All star and the One Star, it’s unlikely that you haven’t already heard of Converse. The legendary sneaker brand has been worn by all the cultural icons you can think of over the years and you don’t have to walk far down any street to spot a pair out in the wild. What you may not be aware of however is just how expansive and rich the brand’s history is, and that’s why here at The Sole supplier we’re about to delve into the archives and tell the fantastic story behind this brand.
From humble beginnings in 1908 right through to international stardom and high-heat collaborations, strap yourself in as we prepare to explore the history of Converse through it’s epic journey to becoming a globally-recognised label.
Image via Converse
Os primeiros anos
The story of Converse begins in Massachusetts, USA well over a century ago, as an individual named Marquis Mills Converse founded the label, The Converse Rubber shoe company in 1908. Originally, the brand specialised in creating galoshes, a specific type of waterproof overshoes made of rubber. By 1910 Converse realised that the market for galoshes was limited and began to create sneakers. It continued to use rubber for the sole sections of the sneakers and opted for a fabric upper, with pairs only produced in a natural brown colour. These didn’t exactly take off at first, as at the time the general public didn’t have a need for such shoes.
By 1915 the brand started to shift its focus onto creating athletic footwear, and more specifically basketball sneakers. The original sneakers had now evolved significantly and were referred to as the “Non-Skid”, starting to resemble the Converse high-tops we all know and love today. In 1920 Converse debuted another further-developed rendition of the sneakers that became known as the “All Star”, developed specifically for basketball players.
Image via BBC
Chuck Taylor and the All Stars
In 1921, a semi-professional basketball player known as Charles “Chuck” Taylor joined the team at Converse as a part-time salesman. little did anyone know that he was about to become one of the most influential members of the team. By 1922 Chuck’s driving force for innovation was already beginning to show, as he suggested several improvements to the All star to improve flexibility which were immediately taken on board, with the sneaker being renamed the “Converse Chuck Taylor All Stars” – a name that is still used today. Taylor also went on to manage Converse’s first official basketball team, titled the Converse All Stars.
Chuck Taylor continued to prove himself as an incredible asset to the brand as he single-handedly travelled around the USA promoting the sneakers, which became so successful that Converse even incorporated his name into the new logo. By 1936 the Converse All star became the official sneaker of the American Olympic Basketball team, where it remained until 1968. They also became the official training sneaker for the American military throughout WW2.
Image via Converse Japan
A splash of Colour
Post world war II, Converse continued innovating with new ideas, launching the All star in an all-black variant that was instantly a popular choice. By 1957 Converse made up for over 80% of all sales in the basketball sector, but things were about to get even bigger, as the brand launched their sneakers in an array of different colours as it prepared to enter the world of mainstream fashion. icons such as James Dean and Elvis Presley adopted the sneakers as reliable wardrobe staples, propelling sales to the next level.
1969 saw Chuck Taylor sadly pass away from a heart attack, however his legacy continued to thrive as an upgraded version of the All star launched that same year, offering up premium material such as leather and boasting a refined silhouette. Throughout the early 1970s Converse launched several brand-new silhouettes, all of which remain popular today: the Jack Purcell, the One star and the pro Leather.
Image via NCAA
Michael Jordan & Micheal J Fox
As the 1970s drew to a close, Converse continued to prove itself to be a force to be reckoned with in popular culture. The world of rock music had developed a love for the All Star, with legends such as Robert plant (Led Zeppelin), The Sex Pistols and The Ramones all opting for it as their sneaker of choice. the best was yet to come however, as in 1983 Converse launched a brand-new basketball sneaker named that Fastbreak that was worn by none other than Michael Jordan in the last season before his Nike sponsorship. He even wore them during the Olympic finals, in which team USA took the gold medal.
The cult classic movie Back to the Future launched in 1985, with Michael J Fox pictured in All stars for much of the movie. While at the time Converse seemed immovable, shortly after Nike unveiled the Air Jordan 1, Michael Jordan’s brand-neW Sapato de basquete de assinatura. Por fim, este foi o começo do fim para os tênis Converse no basquete profissional. Nos anos que se seguiram, as vendas caíram e todas as estrelas não eram mais o tênis de escolha para os bailares, embora seu apelo único no mundo da moda os tenha visto, com estrelas novas como Kurt Cobain, do Nirvana, e o cubo de gelo do Hip Hop, optando por All Stars Ao longo dos anos 90.
Imagem via Nike
Aquisição da Nike
O início dos anos 2000 se tornou um dos momentos mais difíceis para o Converse, pois as vendas continuaram a cair, apesar de o All Star ainda ser um dos tênis mais reconhecíveis do planeta. Em 2001, a competição se tornou demais, com a marca registrando falência. Embora pareça que tudo poderia ter terminado, em 2003, o ex -inimigo da Converse salvou o dia adquirindo a marca por aproximadamente US $ 305 milhões e respirando um novo arrendamento de vida no rótulo, na esperança de impulsioná -lo aos seus anteriores dias de glória.
O início dos anos 2000 ainda foi uma luta por Converse, mas apoiada pela Nike que conseguiu passar e recuperar parte de sua popularidade, com All Stars sendo usada por Will Smith no filme popular I, Robot. Em 2008, a marca lançou uma nova campanha de marketing intitulada “Campanha de Connectividade”, que tocou na popularidade dos tênis em música alternativa. Os anúncios com Billie Joe Armstrong, do Green Day e Sid Vicious, das pistolas sexuais, promovendo o conceito de individualidade.
Imagem via fim
Colaborações
À medida que nos aproximamos dos dias atuais, é difícil não mencionar o sucesso das centenas, se não milhares de colaborações lançadas pela marca Converse. 2009 viu a gravadora unir forças com ninguém menos que Comme des Garçons tocar pela primeira vez, estreando os agora icônicos tênis que carregam o logotipo do Love Heart instantaneamente reconhecível. Até 2013, a Nike havia crescido conversando de uma empresa falida em uma avaliada em US $ 1,4 bilhão, com o rótulo agora reposicionado como uma marca de estilo de vida líder.
As colaborações continuaram com força e rápido, com artistas como Kith, esbranquiçado, Coca Cola, WIP de Carhartt, Tyler, o Criador e muitos outros que se juntam à família Converse. Embora nem sempre tenha sido fácil para conversar, é seguro dizer que a marca conseguiu permanecer relevante há mais de 100 anos, provando que uma força a ser reconhecida na indústria de calçados.
O Converse se cimentou firmemente no cenário de rua e passou a representar muitas subculturas ao longo de seus anos. De dominar a NBA a ser visto aos pés de músicos e skatistas nos anos 90, mesmo agora você não pode escapar do alcance do Converse. É uma marca mergulhada na história e é realmente um ícone da indústria.
Fique trancado aqui no único fornecedor para obter todas as atualizações e notícias mais recentes no mundo dos tênis e mais histórias épicas como esta!
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