From speed-walking to class, blazing through the aisles of your local grocery store, or cheering on your team at a sporting event, there is likely a constant: a pair of Converse somewhere nearby. With its century-long heritage as a dominating brand in the shoe industry, Converse has become a household name, a name that has continued to evolve and revitalize itself to match constantly changing trends.

To further understand how the revered brand of Converse gained its timeless popularity, we must turn back the clock 114 years ago, and explore the eras that trekked the mountains and valleys of the Converse dynasty.

Origin Era

The year is 1908, and Marquis Mills is renowned for his “Converse Rubber Shoe Company,” in Malden, Massachusetts. These winter-focused rubber soled shoes gained attention, but Mills desired to break free of seasonal sale confinements. Fast forward to 1915, Mills acts on his desire and takes the risk of shifting the Converse focus towards an athletic style over their trademark galosh.

Basketball Era

With the rise of attention toward the court, Converse officials recognized the untapped potential in the Basketball shoe market. Consequently, The “All Star” line of Converse basketball shoes was released in 1917, a model that continues to be a defining symbol of the Converse brand. Then referred to as “Non-Skids,” the high-top shoe was effective but not up to the standards of Chuck Taylor, a basketball player experiencing sore feet on the court. He had a vision for the potential of these basketball-focused Converse and took his constructive criticism directly to the head office of the company. Taylor offered such a valuable viewpoint that he was then hired as a consultant and was made the brand ambassador of the freshly refined All Star high tops. Whether it was solidified by the Converse All Stars Basketball team, the All Stars becoming a uniform requirement for the American Olympic Basketball team, or the All Stars being favored as the chosen training shoe for the United States military, it remains apparent that Converse spent two decades becoming a force within the shoe industry. Through meticulous marketing strategies, Taylor primed the Converse shoe brand to firmly place itself within everyday society, an accomplishment that justifiably resulted in the “Chuck Taylor” logo dedication. As expected, power in all forms is constantly sought after and rivaled. Throughout the 1980s’, brands Vans and Nike threatened to knock Converse off of their empire and with enough consumer attention, Nike rose to fame on the courts. This was a power shift that left Converse with no choice but to shift its focus on consumers once again.

Musician Era

With Converse losing its traction in the basketball world, they were at a standstill. They were unaware of the next direction that the company would take. Having been in production for over 80 years, the shoes developed the labels “grunge” and “alt”: the desired look for many rock ‘n’ roll artists in the 70s through the 90s. This trend of musicians wearing Converse switched from a style to a staple with the participation of Kurt Cobain, Elvis Presley, The Rolling Stones, and countless more musical icons that influenced an entire subculture's frenzy to get their own pair of Converse. There was a feeling of rebellion in refusing to conform with the rest of the nation that had its eyes set on Nike. Considering the array of styles, colors, and cultural meanings, the shoes allowed for an individualistic flare that allowed a person to express themselves with minimal effort; in this sense, the sneakers thrived within the rock ‘n’ roll era of artistic freedom.

Skater Era

Despite the boost of exposure in the music industry, the wounds Converse endured by the dominating up and coming shoe brands were fatal; a claim proven by their filing of bankruptcy in 2001 in response to the reputable brands’ fall from glory. In the summer of 2003, Nike mirrored Chuck Taylor in the recognition of Converse’s potential, and consequently bought the company saving it from becoming a reminiscent piece of pop culture. A rivalry transformed into a conjoined empire, as Nike revived Converse with campaigns until a niche was discovered in the skating world. While the “One Star” and “Cons” lines of Converse had been catching the attention of skaters since the 70s, it was not until the early 2000s that this demographic became a lifeline for the brand. Delving into this market, ambassadors such as Louie Lopez, Kenny Anderson, and other legendary skaters promoted Converse as a prominent style to challenge Vans and Adidas in the skating fashion industry.

A blank canvas promises endless creativity, and Converse has taken advantage of their ability to constantly transform their rubber soled shoes to match today’s culture. In releasing lines focused on the LGBTQ+ community, Tyler the Creator, AIDS awareness, The Simpsons, and countless other collaborations, Converse gives consumers the greatest power of all: the power of self expression. With a rich history of trial and error, a flexibility in conforming to relevant demographics, and a connection with consumers through pop culture and social movement focused lines, Converse has established itself as a shoe brand that has justifiably gained the title of “timeless.”

Written by Logan Hansen, Photography: Anna Burson, Social Media: Emma Mcminn

The All Star of the Century