Converse (brand)
Converse (/ˈkɒnvərs/) 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.[3]
Company type
February 1908 in Malden, Massachusetts, U.S.[1]
Marquis Mills Converse
Boston, Massachusetts, U.S.
136 (2023)[2]
Worldwide
- Chuck Taylor All-Stars
- Cons
- Jack Purcell
- One Star
- The Weapon
US$2.4 billion (2023)[2]
- Eltra Corporation (1972–1979)
- Allied Corporation (1979–1982)
- Interco (1986–1994)
- Nike, Inc. (2003–present)
Converse initially produced winterized rubber-soled shoes and boots. During World War II, it shifted manufacturing to make footwear for the military.[4] 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-Stars, 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.[2]
History[edit]
1908–1940: Early years[edit]
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.[5] 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.[6][5][7]
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.[8] 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.[6]
1941–2001: War, rise, and bankruptcy[edit]
When the U.S. entered World War II in 1941, Converse shifted production to manufacturing rubberized footwear, outerwear, and protective suits for the military. After the war's end, the company resumed production of athletic footwear and chiefly made a high top shoe, in either black or white.[6] In 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.[9] In 1957, Converse came out with a low-cut style of All-Stars. By 1966, the shoe was also available in school colors.[6]
Litigation[edit]
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.[27][28]
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. The soles of the shoes are designed to allow players to jump or move in all directions. The diamond pattern makes this possible.[11] 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.[29] 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.[30]
Skateboarding[edit]
In the 1980s, Converse sponsored several influential skaters including Jason Jessee, Rodney Mullen, and Mark Rogowski.[45] Under the "Cons" name, Converse launched its skateboarding program in 2009 with a team of "ambassadors": Kenny Anderson, Anthony Pappalardo, Nick Trapasso, Sammy Baca, Ethan Fowler, Raymond Molinar, and Rune Glifberg.[46] In 2012, the company added Jason Jessee and Mike Anderson to its ambassadors team.[47]
In August 2012, Converse sponsored a skate event at Huntington Beach, California, U.S. Trapasso, Tom Remillard,[48] Aaron Homoki, Greyson Fletcher, Ben Raemers, Ben Hatchell, Robbie Russo, and Ben Raybourn participated in the competition that was held. Raybourn eventually won the US$20,000 grand prize, and Homoki won the US$3,000 Best Trick contest.[49]
As of July 2014, the Cons skateboard team consisted of original members Anderson, Trapasso, Baca, and Glifberg, while Jessee, Anderson, Julian Davidson, Remillard, Zered Basset, Ben Raemers, Jake Johnson, Eli Reed, Louie Lopez, Sage Elsesser, and Sean Pablo were subsequently added.[47] Bassett filmed a new advertisement that was broadcast online in July 2014, in which he skateboarded through New York City in a newly launched skate shoe version of the Converse Weapon model.[50]
In February 2024, Converse and Phaidon launched a book titled Skateboard, about the history of skateboarding from the 1950s to today.[51][52] The book was put together by Jonathan Olivares, a designer and skater.[51]