INTRODUCTION
Converse was founded by Marquis Mills in February 1908, Malden, Massachusetts, United States. Originally the founder of the brand focused on rubber-based products but later turned his gaze to the rapidly growing sportswear market.
The result of that was the first non-skid, grippy sole shoe that came in leather and canvas variants in the year 1917. These shoes were later on known as the “Converse All Star” to better convince athletes that it is a real champion’s shoe. Later the brand also signed “Chuck Taylor” as the brand ambassador. Chuck Taylor was a famous basketball player during his era.
In the later years, Chuck Taylor drove all around the country spreading the good word about the shoes. In 1936 the American Team was wearing converse; the classic white high top.
Converse was founded by Marquis Mills in February 1908, Malden, Massachusetts, United States. Originally the founder of the brand focused on rubber-based products but later turned his gaze to the rapidly growing sportswear market.
The result of that was the first non-skid, grippy sole shoe that came in leather and canvas variants in the year 1917. These shoes were later on known as the “Converse All Star” to better convince athletes that it is a real champion’s shoe. Later the brand also signed “Chuck Taylor” as the brand ambassador. Chuck Taylor was a famous basketball player during his era.
In the later years, Chuck Taylor drove all around the country spreading the good word about the shoes. In 1936 the American Team was wearing converse; the classic white high top.
ABOUT CONVERSE ALL-STARS
The converse all-stars is one of the oldest most popular and all-time bestselling shoe the century, purchased and worn by almost 60% of all Americans. Today, almost every person has or had at least one pair of converse trainers, as they can be worn almost on every occasion. It dominated the shoe industry in the 1950’s-1970, having almost 80% of the total whole sneaker industry.
However, after the death of Chuck Taylor in the year 1968; the company was passed through different ownership and management. A series of unfortunate events landed converse in critical times until 2001, they filed for bankruptcy. This is where NIKE stepped in and bought the brand picking it up and helping it recover to where they are today.
The converse all-stars is one of the oldest most popular and all-time bestselling shoe the century, purchased and worn by almost 60% of all Americans. Today, almost every person has or had at least one pair of converse trainers, as they can be worn almost on every occasion. It dominated the shoe industry in the 1950’s-1970, having almost 80% of the total whole sneaker industry.
However, after the death of Chuck Taylor in the year 1968; the company was passed through different ownership and management. A series of unfortunate events landed converse in critical times until 2001, they filed for bankruptcy. This is where NIKE stepped in and bought the brand picking it up and helping it recover to where they are today.
THE IDEA - WHO IS CHUCK? CHUCK IS YOU!
The final idea was a perfect combination of both emotional connect and play of words related to converse. In order to connect with different communities and lifestyles of the youth, elements of nature, culture, music, sex, nationality, were used to elaborate the personality and also create a unique identity of the shoe.
‘CHUCK’ being the protagonist in every scenario i.e. you!
