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Concept
Converse (brand)
Summary
Converse (ˈkɒnvə(r)s) is an American lifestyle brand that markets, distributes, and licenses footwear, apparel, and accessories. Founded by Marquis Mills Converse in 1908 as the Converse Rubber Shoe Company in Malden, Massachusetts, it has been acquired by several companies before becoming a subsidiary of Nike, Inc. in 2003.
Converse initially produced winterized rubber-soled shoes and boots. During World War II, it shifted manufacturing to make footwear for the military. Initially, it was one of the few producers of athletic shoes and dominated the U.S. market, but lost its position in the 1970s as competitors introduced their styles.
Converse's portfolio includes products under the Chuck Taylor All-Star, Cons, Jack Purcell, One Star, and Star Chevron trademarks. It frequently collaborates on special-edition product releases with other brands such as John Varvatos. The growth of Converse as a casual fashion accessory contributed to $2.4 billion in revenue in 2023.
Forty-seven-year-old Marquis Mills Converse, a manager at a footwear manufacturing firm, opened the Converse Rubber Shoe Company in February 1908, in Malden, Massachusetts. The company was a rubber shoe manufacturer, and its early inventory included winterized rubber-soled footwear, galoshes, tennis shoes, and some non-footwear items like automobile tires. In summer of 1916, the Converse basketball line was established; by 1917 the Converse All-Star basketball shoe was introduced and quickly became successful during World War 1 and the Spanish flu.
In 1923, basketball player Charles H. "Chuck" Taylor walked into Converse complaining of sore feet, and Converse gave him a job as a salesman and ambassador. He promoted the shoes around the U.S., and in 1932 Taylor's signature was added to the All-Star patch on the high-topped sneakers. He continued this work until shortly before his death in 1969. Sales for the All-Star soared until 1929 when the company fell into bankruptcy. In 1939, Converse was sold to the Stone Family, who owned Converse until 1972 when the Eltra Corporation proposed an acquisition.
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