Chuck Taylor Past and Future

In: Business and Management

Submitted By Emacgill
Words 3750
Pages 15
With over 100 years in the shoe industry, Converse has been a brand with many different associations. It has marketed and positioned itself in numerous ways and has managed to maintain a high level of brand recognition with all ages and walks of life. It was the World’s first performance basketball sneaker. It was worn by the entire Army Air Corps in WWII. It was the official sponsor of the 1984 Olympics, and it was the shoe that Kurt Cobain was famously wearing when he died. It would be hard to argue that any other brand has been independent enough to be tied to so many market segments. This paper will provide insight into how Converse and the Chuck Taylor All Star was able to maintain its prominent position in the shoe market for over 100 years, despite competition, an ever changing market, and even bankruptcy.
History Of Converse In 1908, Converse began as a rubber shoe company specializing in tennis shoes, rubber boots and automobile tires. The All Star shoe was created in 1917 as a specialized basketball shoe. It was competing with A.G. Spalding, U.S. Rubber, and Goodrich. Spalding invented the basketball as we know it today, and the basketball shoe, which included a rubber sole for traction. Previously, athletes competed in a high top shoe with a leather sole. At this time, the sport of basketball was still primitive and lacked the national prominence it has today.
In 1921, Converse brought on Charles “Chuck” H. Taylor as a traveling sales representative to help promote the brand. Chuck was previously a professional basketball player who was looking for an off-season job. He was brought on as an athlete to help improve the shoe. Chuck made design changes for traction and added the ankle patch for extra support. He later went across the nation putting on basketball clinics to teach children the sport of basketball. While on these tours, Chuck would…...

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