Converse History
Post by Caleb Rockwell, Jun 23, 2011 at 11:28 pm
Converse History – At the age of only 30, Marquis Mills Converse opened his Converse Rubber Shoe Company in 1908. Marquis Converse already possessed management experience in the shoe business prior to opening the plant. His innovative approach was to work with retailers, selling to them directly from his factory rather than through agents. Undoubtedly, he knew, as a former retail man, that working directly with clients would build strong relationships, and increase profitability as well. Although, he probably had no idea that the company would become an icon of American culture. Initially, Converse produced a number of rubber-made goods, including tires, as well as simple utilitarian rubber boots for men, women, and children. The boots, while well protected from the winter elements, were hardly stylish. But by 1910, the young company was producing 4000 shoes a day.
In 1915, Converse created its first athletic shoe line. The first Converse sport shoes were designed for tennis. The new line was launched with a catalog where Marquis Converse issued his mission statement. His stated goal for the company was to be “independent enough not to follow every other company in everything they do.” And, that’s exactly what Converse did when it released the All-Star line in 1917. Basketball was still a new sport, and investing in the line was a gamble. But when the popularity of the sport ballooned throughout the 1920s, that gamble paid off. Of course, a little additional marketing was required. So, in 1921, when Charles H. “Chuck” Taylor complained to the company that their shoes mad his feet sore, they hired him to help improve the design. Taylor worked as a spokesperson and traveling salesman. The company added the New York Renaissance, the first all African-American basketball team, to its sponsorship line-up, creating a custom shoe for them in 1923.
Converse grew along with basketball in the 1930s. Chuck added his signature to the All-Star patch creating the first Chuck Taylor All-Stars, which were available at first only in black, in 1932. Taylor continued his inventive streak, inventing the modern-day basketball in 1935. The white high-top model worn in the 1936 Olympics, was Taylor’s design as well. The patriotic red and blue trim created a sensation and initiated the association of Converse as a national brand. In 1939, the first NCAA championship was held. Both teams wore Converse.
With America’s entry in WWII, Converse, like many American companies, dedicated their production to the war effort. The company shifted production to protective suits and outerwear. Converse brought its expertise to the war effort, designing the A6 Flying Boot. They also sent over Chuck Taylor. As an Air Force captain, he was tasked with boosting troop moral by coaching regional basketball teams. The white high-top design went with him. Troops wore All-Stars for their exercise and fitness routines. And, the Chuck Taylor All-Star became the official shoe of the American military.
By the end of the war, Converse was already well on the road to becoming a national icon. In 1949, the Basketball Association of America and the National League merge to form the NBA. Nearly, all players wore Chuck Taylor All-Stars in the inaugural year. The popularity of All-Stars was secured in the 1950s and 1960s. Of course, the fact that 100, 000, 000 spectators flocked to games in the 1955 season had something to do with All-Stars’ hold over the period. In 1962, the company released the low-cut “Oxford” design and it was soon worn by most professional basketball players. The deep association of All-Star with Americana was reinforced with a new marketing tool. Taylor had already introduced the Converse Basketball Yearbook in 1923. The company redesigned the Yearbook, giving it a broader appeal and employed Charles Kerins to design the cover. The resultant Converse Yearbook depicted iconic and uniquely American illustration and soon became deeply entwined with high-school and college athletics. Through the young consumers of the Converse Yearbook, the shoe found a place in the new sound of the period, Rock and Roll. In 1966, the fashionable design of the All-Star expanded to include a range of colors matching NBA uniforms.
In the 1970s, the company reinforced their place in the world of fashion. Converse launched a line of shoes made from a range of different materials including leather, suede, vinyl, and hemp. Furthermore, the shoe’s shape was experimented with, resulting in a range of designs such as knee-highs. They picked up the famous shoe of former World Champion badminton player Jack Purcell form B.F. Goodrich. In 1974, the company unveiled the One Star pushing it as a new design for basketball. In 1976, Julian Erving follows Taylor by endorsing the new Pro Leather shoes. The expansive design changes led the shoe to be associated with surfers, punk rockers, and rebels in general.
Throughout the 1980s the company redoubled its pursuit of design, its association with basketball, and its role as an American icon. In 1981, Converse built one of the shoe industry’s first biometric labs. In 1984, the company was selected as the official sponsor of the Olympics. In 1986, Converse launched a leather shoe with a heavily padded heel designed for NBA teams. The Weapon received endorsements from Larry Bird and Magic Johnson. The two players were pitted against each other in the “Choose Your Weapon” advertising campaign.
By the end of the 1990s the company was headed for decline. The 1996 appearance of the Chuck Taylor All-Star patch on the leather All-Star 2000, which achieved 1 million sales, represents Converse’s only significant success of the decade. The company had lost market share to Reebok, Nike, and adidas. The ownership and management of the company changed hands several times, until Converse filed for bankruptcy in 2001. It was then purchased by Footwear Acquisitions. The new company managed to increase the market share of Converse from16th to 7th in under three years. In 2003, Converse was bought out by Nike in the largest acquisition of that year.
Now that you have been educated on the complete Converse history, keep up with all the latest in Converse in our Converse Sneakers section.
