Converse Basketball Yearbook

Converse () is an American lifestyle brand that markets, distributes, and licenses footwear, apparel, and accessories. Founded in 1908 as the Converse Rubber Shoe Company, 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 presented 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. As of 2019, Converse sold products through 109 company-owned retail stores in the United States and 63 stores in international markets. The growth of Converse as a casual fashion accessory contributed to $2.3 billion in revenue in 2022.

History

Early years

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, providing winterized rubber-soled footwear for men, women, and children. By 1910, Converse was producing shoes daily, but it was not until 1915 that the company began manufacturing athletic shoes.

In 1918, the Converse All-Star basketball shoe was introduced. Then in 1923, a basketball player named Charles H. "Chuck" Taylor walked into Converse complaining of sore feet. Converse gave him a job: he worked as a salesman and ambassador, promoting 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.

1941–2001: War, rise, and bankruptcy

When the U.S. entered World War II in 1941, Converse shifted production to manufacturing rubberized footwear, outerwear, and protective suits for the military. The company resumed production of athletic footwear after the war's end. Popular during the 1950s and 1960s, Converse promoted an American image with its Converse Basketball Yearbook. Artist Charles Kerins created cover art that celebrated Converse's role in the lives of high school and college athletes.

Converse customized shoes for the New York Renaissance (the "Rens"), the first all-African-American professional basketball team. In 1962, center Wilt Chamberlain of the Philadelphia Warriors scored 100 points in an NBA game while wearing a pair of Chucks, taking a 169–147 victory over the New York Knicks in Hershey, Pennsylvania, on March 2.

By the early 1970s, Converse had diversified to include manufacturing sporting goods and industrial products. Converse was acquired by the Eltra Corporation in 1972, and bought out one of its biggest competitors at the time, PF Flyers, from B.F. Goodrich. Jack Purcell shoes are still produced and sold today. The chevron and star insignia—a logo that remains on a large portion of Converse footwear other than the All Star—was created by Jim Labadini, an employee. Eltra was acquired by Allied Corporation in 1979.

Converse lost its athletic shoe monopoly from the 1970s onward, as new competitors, including Puma, Adidas, and Nike, grew in popularity. A decade later, as Reebok introduced new designs and technology to the sports market, Converse was no longer the official shoe of the National Basketball Association (NBA). Although canvas-rubber shoes regained popularity in the 1980s as casual footwear, Converse eventually became too dependent on the "All Stars" basketball brand, whose market collapsed by 1989–1990. By 2000, Converse was slipping repeatedly into receivership as debt piled up yearly.

Converse filed for bankruptcy on January 22, 2001. On March 30, its last manufacturing plants in the U.S. closed down, as production fully moved overseas. In April 2001, Footwear Acquisitions, led by Marsden Cason and Bill Simon, purchased the brand from bankruptcy and added industry partners Jack Boys, Jim Stroesser, Lisa Kempa, and David Maddocks to lead the turnaround. During this period, Converse moved its headquarters from North Reading, Massachusetts, to North Andover, Massachusetts. The company was located in the town of North Andover for 13 years.

Acquisition by Nike and new headquarters

In July 2003, Nike paid to acquire Converse. Around 2010, Nike relaunched the footwear, taking advantage of the wave of 1980s revival. The company also expanded the Converse brand to include apparel and accessories, akin to Nike's other brands.

In January 2013, Converse announced plans for a new headquarters building. It was constructed near North Station in downtown Boston, on the Lovejoy Wharf, as part of a site overhaul and restoration of public waterfront access. The 10-story office building includes a permanent music recording studio, gym with separate yoga studio, and a retail store.

Litigation

Starting in July 2008, Converse sent around 180 cease-and-desist letters to over 30 companies that they claimed were violating the Chuck Taylor All Star trademark and selling so-called look-alike sneakers.

In October 2014, Converse filed a lawsuit against 30 companies for allegedly infringing on its generic sneaker style's bumper toe, striped midsole, and toe cap. The brand argued that companies were violating an alleged common-law trademark by importing sneakers with similar elements. Several companies settled with Converse and they were dropped from the list.

In November 2015, Charles Bullock, chief administrative judge at the International Trade Commission, preliminarily ruled that several brands Converse filed against were violating Converse's outsole design trademarks, i.e. the pattern on the bottom of the sole of the shoe. Judge Bullock further ruled that while Skechers "Twinkle Toes" brands did share similarities to Converse, "Twinkle Toes" were different enough and marketed in a way for it not to be mistaken for Chuck Taylor All-Stars. Judge Bullock also ruled that most of the shoes sold by Highline United under the Ash brand did not infringe and that Converse did not have a valid common law mark for its midsole.

On June 23, 2016, the anniversary of the death of Chuck Taylor, the International Trade Commission ruled that Converse's alleged trade dress for the midsole design of a combined toe cap, toe bumper, and stripe was not entitled to trademark protection under the common law and found invalid Converse's federal trademark registration. The case was appealed to the U.S. Court of Appeals for the Federal Circuit, which ruled that the ITC had used the wrong test and remanded the case. On remand, the ITC ruled that Converse’s trade dress was protectable but not infringed.

Products

The Weapon

In 1986, Converse released "The Weapon" basketball shoe. Manufactured in two color schemes to match the kit colors of basketball teams, it has been available in both high-top and low-cut varieties. It had leather construction throughout, including the inside heel which was also heavily padded for comfort. The first endorsers of "The Weapon" were Larry Bird and Magic Johnson, who were prominently featured in a Converse commercial set in Bird's hometown of French Lick, Indiana in 1985. They were also worn by Axl Rose in the Guns N' Roses music video " Estranged".

Converse re-released "The Weapon" classic (which Kobe Bryant wore at least three times in 2002 and Andre Miller wore in 2002 from mid-August to early September) several times from 1999 to 2003 and after, "The Loaded Weapon" in 2003, "The Weapon 86" in 2008 (and the Poorman version in 2009, and the John Varvatos version in 2012), "The Weapon EVO" in 2009, and its successor "The Star Player EVO" (sometimes reduced to "The Star Plyr EVO" or "The Star Ply EVO") in 2010.

Chuck Taylor All Star II

A redesigned model of the Chuck Taylor All-Star, the ''Chuck Taylor II'', was released in July 28, 2015.Converse's new Chuck Taylors get a comfort boost, ''Boston Globe'', July 22, 2015;
Minimalist sneaker launched in 1917 receives upgrade with Nike tech
/ref> Incorporating Nike technology, it retains most of the original's outward appearance while employing newer materials for the insole.

Special editions

Several special editions of Converse shoes have been made, including DC Comics, Super Mario, Pink Floyd, AC/DC, Metallica, The Ramones, The Clash, Dr. Seuss

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