Converse (brand)

Converse

File:Converse logo.svg Logo used since 1976
Company type	Subsidiary
Industry	Footwear, apparel, accessories
Founded	1 February 1908 (1908-02-01) in Malden, Massachusetts, United States
Founder	Marquis Mills Converse
Headquarters	Boston, Massachusetts , United States
Area served	Worldwide
Key people	Jared Carver (President and CEO)
Products	Footwear, apparel, accessories
Parent	Nike, Inc.
Website	www.converse.com

Converse () is a prominent American lifestyle brand focused on the marketing, distribution, and licensing of footwear, apparel, and accessories. Established in 1908 by Marquis Mills Converse as the Converse Rubber Shoe Company in Malden, Massachusetts, the company has experienced multiple ownership transitions before becoming a subsidiary of Nike, Inc. in 2003.

Initially manufacturing winterized rubber-soled boots and shoes, Converse pivoted to producing military footwear during World War II. It was an early frontrunner in the U.S. athletic shoe industry but saw a considerable decline in market share throughout the 1970s as rival brands introduced innovative designs.

The brand’s lineup features legendary names like Chuck Taylor All-Stars, Cons, Jack Purcell, One Star, and Star Chevron. Converse also drives growth through collaborations with labels such as John Varvatos. In 2023, the company reported revenues of $2.4 billion, underscoring its significant presence in the casual fashion sector.

1908–1940: Founding and initial development

Marquis Mills Converse, an experienced footwear production manager, launched the Converse Rubber Shoe Company in February 1908 in Malden, Massachusetts. The firm initially specialized in rubber-soled shoes, galoshes, tennis footwear, and automobile tires. Its basketball shoe line debuted in 1916, followed by the introduction of the Converse All-Star basketball sneaker in 1917, which gained traction during World War I and amid the Spanish flu pandemic.

In 1922, basketball player Charles H. "Chuck" Taylor joined as a salesman and brand ambassador, promoting the shoes across the country. His autograph was incorporated into the All-Star logo in 1932, significantly increasing sales until the company went bankrupt in 1929. Ownership transferred to the Stone Family in 1939, who maintained control until Eltra Corporation acquired Converse in 1972.

1941–2001: Wartime production, expansion, and financial struggles

Throughout World War II, Converse shifted its focus to manufacturing military-grade rubber footwear and protective equipment. After the war ended, it resumed athletic shoe production with an emphasis on high-top sneakers. The 1950s and 1960s featured marketing campaigns that highlighted American identity through initiatives like the Basketball Yearbook; by 1957, low-cut All-Stars were added to its product range.

Converse produced customized footwear for the New York Renaissance—the first all-African-American professional basketball team—and introduced technical features such as the "pivot button" to enhance grip. Wilt Chamberlain notably wore All-Stars when setting an NBA record by scoring 100 points in a single game in 1962.

By the early 1970s, Converse expanded into sporting goods and industrial products. After Eltra’s acquisition of Converse in 1972, it briefly purchased competitor PF Flyers but was compelled to divest due to antitrust rulings. The distinctive chevron-and-star emblem was developed during this timeframe.

Following Eltra’s acquisition by Allied Corporation in 1979 and Allied’s subsequent sale of Converse in 1982, Interco Incorporated took ownership in 1986 before spinning off Converse in 1994. From the 1970s onward, Converse faced declining market share as competitors like Puma, Adidas, Nike, and Reebok gained ground. By the late 1980s, Converse lost its status as the NBA’s official shoe supplier.

By 1990, reliance on the All-Star line intensified as overall market position weakened. Mounting debts exceeding $180 million led Converse to file for bankruptcy protection on January 22, 2001. The company’s final U.S.-based manufacturing facilities closed by March 30 that year as production shifted overseas.

In April 2001, Footwear Acquisitions—led by Marsden Cason and Bill Simon—acquired Converse out of bankruptcy. Industry leaders Jack Boys, Jim Stroesser, Lisa Kempa, and David Maddocks joined efforts to revive the brand. During this period, Converse moved its headquarters from North Reading to North Andover, Massachusetts, where it remained for thirteen years.

2002–present: Nike acquisition and relocation of headquarters

In July 2003, Nike completed the purchase of Converse for . A decade later, in January 2013, Converse unveiled plans for a new 10-story global headquarters situated near North Station in the heart of downtown Boston. This facility was designed to include amenities such as a music recording studio, a fitness center with a yoga space, and an on-site retail outlet.

In May 2023, Jared Carver assumed the role of president and CEO, marking another phase in leadership changes aimed at enhancing Converse's competitive standing in the market.

Legal matters

Starting in July 2008, Converse sent around 180 cease-and-desist notices to more than 30 companies accused of infringing on the Chuck Taylor All-Stars trademark. By October 2014, Converse initiated lawsuits against 30 entities for replicating distinctive design features like the bumper toe and striped midsole, citing common-law trademark protections. Several defendants reached settlements.

In November 2015, the International Trade Commission (ITC) issued a preliminary decision affirming that certain brands had violated Converse’s outsole design trademarks; however, it determined that Skechers’ "Twinkle Toes" model was sufficiently differentiated. Additionally, the ITC ruled that Converse did not hold a valid common law trademark for its midsole design.

On June 23, 2016, Converse’s federal trademark registration for its midsole trade dress was invalidated by the ITC. Following an appeal and subsequent remand, the ITC acknowledged the trade dress as eligible for protection but ultimately found no infringement had occurred.

Chuck Taylor All-Stars

Converse began manufacturing basketball footwear in 1917 and revamped the design in 1922 after founder Chuck Taylor suggested enhancements to improve support and flexibility. The shoes were renamed Chuck Taylor All Stars after adding Taylor's signature to the ankle patch. By the 1960s, Converse dominated the basketball shoe market with a share between 70% and 80%. Although competition caused a decline in popularity during the 1970s, the brand experienced a revival in the 1980s as retro casual shoes gained appeal.

The Chuck Taylor All-Stars have been featured in over 650 motion pictures, including titles such as Back to the Future, I, Robot, and Grease. They have also appeared on television prominently, worn by David Tennant portraying the Tenth Doctor on Doctor Who.

The Weapon

Introduced in 1986, "The Weapon" was a basketball sneaker available in both high-top and low-cut styles constructed from leather with padded heels for added comfort. NBA icons Larry Bird and Magic Johnson endorsed this model, which was promoted through advertisements emphasizing Bird’s roots in French Lick, Indiana. The shoe also gained visibility when Axl Rose wore it in Guns N' Roses’ "Estranged" music video.

Between 1999 and 2012, Converse re-released "The Weapon" multiple times with editions such as "The Loaded Weapon," "The Weapon 86," and collaborative versions including one designed by John Varvatos. Prominent athletes like Kobe Bryant and Andre Miller sported variations of this shoe.

Before launching "The Weapon," Converse introduced significant basketball lines like the "One Star" (1974), "Pro Leather" (1976), and "Starion" (1984), all of which contributed to strengthening its presence and reputation within basketball performance footwear.

Chuck Taylor II

Introduced on July 28, 2015, the "Chuck Taylor II" represents an updated iteration of the iconic Chuck Taylor All-Star. This model incorporates Nike’s advanced technology while preserving the timeless silhouette, utilizing enhanced materials to boost insole comfort.

Sponsorships

Converse made a return to competitive basketball in 2019 with the launch of the All-Star Pro BB. Kelly Oubre Jr. was the inaugural athlete to showcase this shoe, which blends Converse’s classic aesthetic with contemporary Nike innovations. Following this, Converse secured endorsements from prominent players such as Draymond Green (March 2020), Natasha Cloud—the first WNBA athlete to be signed (June 2020), Shai Gilgeous-Alexander (July 2020), along with Rudy Gay, P. J. Tucker, and Jordan Clarkson. It is worth noting that some athletes also represent rival brands.

Shai Gilgeous-Alexander, point guard for the Oklahoma City Thunder, has become a leading ambassador for Converse, marked by the debut of his signature sneaker, "Chase the Drip," released on September 13, 2022.

Former college affiliations

• Marquette Golden Eagles – transitioned to Jordan Brand following distinguished alumnus Dwyane Wade
• Western Kentucky Hilltoppers – footwear only

Previous basketball partnerships

• Auxilium Pallacanestro Torino (1984–1988)

Soccer club partnerships

• Liverpool (Starting with the 2023–2024 season)

Former soccer collaborations

• Atlético Nacional (2001–2002)
• Politehnica Timișoara (2006–2008)

Skateboarding

During the 1980s, Converse supported influential skateboarders like Jason Jessee, Rodney Mullen, and Mark Rogowski. The brand revived its skateboarding division under the "Cons" label in 2009, featuring ambassadors such as Kenny Anderson, Anthony Pappalardo, Nick Trapasso, Sammy Baca, Ethan Fowler, Raymond Molinar, and Rune Glifberg. By 2012, Jason Jessee and Mike Anderson had also joined the roster.

In August 2012, Converse sponsored a prominent skateboarding competition in Huntington Beach, California. Participants included Trapasso, Tom Remillard, Aaron Homoki, Greyson Fletcher, Ben Raemers, Ben Hatchell, Robbie Russo, and Ben Raybourn. Raybourn secured the $20,000 grand prize while Homoki earned $3,000 for Best Trick.

By July 2014, the Cons team featured original members Anderson, Trapasso, Baca, and Glifberg alongside Jessee, Julian Davidson, Remillard, Zered Bassett, Raemers, Jake Johnson, Eli Reed, Louie Lopez, Sage Elsesser, and Sean Pablo. Notably, Bassett appeared in a campaign promoting the launch of the Cons Weapon skate shoe.

In February 2024, Converse collaborated with Phaidon to publish Skateboard, a comprehensive book documenting skateboarding’s evolution from the 1950s onward. The project was spearheaded by designer and skateboarder Jonathan Olivares.

Philanthropy

Converse introduced the "1Hund (RED)" collection with a commitment to donate 15% of its proceeds to HIV/AIDS prevention through the (RED) initiative. This campaign featured artwork from 100 international artists. In February 2010, professional skateboarder Anthony Pappalardo released a (RED) edition of his signature skate shoe that combined his enthusiasm for skating and woodworking in support of this cause.

By 2012, Converse had become a principal partner within the (RED) campaign alongside companies such as Nike and Bugaboo. The collective goal was to eliminate mother-to-child HIV transmission by 2015 under the motto "Fighting For An AIDS Free Generation."

In late 2018, Converse teamed up with prominent Los Angeles creatives—including Vince Staples, Dr. Woo, Rocket, BornXRaised, and Clot—to develop an L.A.-inspired collection honoring cultural figures shaping the city’s future trajectory.