Tag Archives: basketball

Converse: A great example of Marketing Revamp Strategy

Converse is one of the most famous shoe brands in the world. Having different collections of every day shoes, it is a high selling brand with fans mainly of the young ages but with various social, economic or styling diversities.

The history of Converse is really interesting and their Marketing Strategy really clever. The brand has changed its characteristics measuring the needs of their customers and the style of its period.

Let’s go through the years and see how the brand was revamping during its history.“In 1908, Marquis Mills Converse decided to start a rubber shoe company.
What was different with Converse shoes? It was the first company to send its products directly to shops by-passing the retailers.

1908 – 1918
Although Converse was producing tires (???) they noticed that a new sport was born. Basketball was gaining more fans every day.
What did they do? Exactly, they started producing rubber shoes for basket!

1918 – 1928
Chuck Taylor joins Converse Rubber Company. Lover of basketball, his main thought was to promote the sport and, for sure, sell the desired amount of shoes.

1928 – 1938
Badminton was another famous sport that period. Of course, Converse had a badminton sneaker in its collection.
How to promote it though…
Is there any more clever way than to use a badminton athlete to sign the shoe? In 1935 the badminton shoe took the name of Jack Purcell, 5-times Canadian champion and considered to be the world badminton champion.

1938 – 1948
Here comes a period that changed the whole world! World War II is here…
Could Converse be out of it? No!
The Company focuses its manufacturing to servicemen. Footwear, apparel, boots for pilots and army servicemen, parkas and rubber protective suits and ponchos!

1948 – 1958
Rock & Roll baby!!!!
Leather jackets, blue jeans and high-top sneakers.
Sneakers??? Yes, you heard sneakers… What do we understand?
Converse rules in high-top sneakers!!!

Also, National Basketball Association is getting started!
basketball, remember?

1958 – 1968
Rock & Roll and Basketball is the new trend!
Converse rules in both! All Stars come in new colours, this is the time for the Company to win more fans! They start to sell in the UK too!

1968 – 1978
All Stars sneakers are changing… Here comes fashion!
Colourful suede, with a big star on the side is the new basketball trend. But, also the new generation loves them, rockers, skaters, rebellious souls can’t resist to them.
In 1976, the Basketball needs a new vibe! What’s that?
The new Pro Leather All Star sneakers! Again Converse rules.

1978 – 1988
The Weapon sneaker conquers all teams throughout ’80s and ’90s. In 1986, we have the “Choose your Weapon” advertising campaign, featuring what?
Right, basketball players!!

1988 – 1998
The Weapon sneaker rules! But Converse as we have seen can’t rely just to one shoe series… What we have now?
The brand new All Star 2000 is presented and more than 1 million people could not resist to it!

1998 – 2008
The brand is entering its second century of life being always one of the top-selling shoes in the world! Not only for basketball or Rock & Roll but you may find them everywhere! Even with suits…”

This is how a brand changes its image and products depending on the trends, musts, even war (!!!). The identity though is always the same!
And if this seems to be really easy to think of, just keep in mind that we are referring to the beginning and middles of 1900!!!

We love Converse, that’s for sure…

Source: ABOUT CONVERSE / Official converse website