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Rubber sole sneakers different colors and shapes have made a successful leap from sports boots unknown to the general public to a fashionable everyday trend. A BBC Culture journalist explores the stellar history of Converse.

One of the most democratic and popular types of shoes, a symbol of American culture, among whose fans are urban hipsters or bearded rockers, as well as Michelle Obama, Chuck Taylor All Star sneakers have a history no less bright than the colors in which they are produced.

A masterpiece of utilitarian design with flowing lines and a textured contrast of fabric and vulcanized rubber, black and white (originally) athletic shoes have their roots in basketball.

Converse Rubber Shoe was founded in 1908 in Malden, Massachusetts by Marcus Mills Converse. At first, the company produced warm winter boots on a rubber sole. A few years later, a separate branch of the company entered the sports shoes market, specializing at first in such sports as tennis, netball and football (the Spalding brand then remained a monopoly of basketball goods).

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The first Converse All Star basketball shoes were released in 1917. Although the person to whom they owe their success entered the history of the brand a few years later.

The real craze for Converse All Stars sports shoes began when the star of the school basketball team - Charles "Chuck" Hollis Taylor - began to cooperate with the company in 1921 as its representative and seller.

The charismatic young athlete has upgraded the shoe to make it more comfortable on the tennis court. But he was also a talented entrepreneur, able to persuade clients, make useful contacts and perfectly understood all the intricacies of the basketball industry.

"He had a very interesting life, says Joe Dean, former head of sales at Converse, in an interview with the Philadelphia Inquirer. - It was impossible not to love him, he knew everyone. If you were a coach looking for a job, you called Chuck Taylor. Sports managers always turned to him when they were looking for a coach."

Taylor took the boots and rode across America with them in a white Cadillac with a trunk loaded with Converse All Stars. He gave master classes in basketball and at the same time advertised the convenience and comfort of boots.

The original "converses" were brown with black inserts on ankle-high thick rubber soles of textile or leather. Taylor made such a significant contribution to the marketing and design of shoes that in 1932 the company added his name and signature to the name of the model, which appeared on the All Star logo patch on both sides of the shoe.

Image copyright getty Image caption US Olympic Basketball Team, 1936

In the same year, sneakers received another design innovation - ventilation holes on the sides.

In 1936, Taylor designed the white Chuck Taylor All Star shoe that became the official shoe for Team USA in the first ever basketball championship during the summer. Olympic Games in Berlin. The team received a gold medal.

With patriotic red and blue stripes on the sole and ankle logo, the iconic model also became the official training shoe of the United States military during World War II.

Life in color

Converse's golden era spans the 1940s and 1960s, when the company's athletic shoes became the go-to shoe for any sport (and arguably spawned an entire generation of flat-footed athletes).

At its peak, the brand controlled about 80% of the US athletic shoe market. At this time, the design of the model also changes. In 1949, the classic black and white Chuck Taylor All Star sneakers appear, and in 1957, the low Oxford Chuck model. Multi-colored models of sneakers began to be produced only in the 1960s at the request of basketball teams that the color of the shoe matches the color of the uniform.

Image copyright Everett CollectionRex Image caption Musical "West Side Story", 1961

Despite the fame of the best basketball shoes, Chuck Taylor All Star subsequently had to adapt to changes in the market. In the late 70s, when the new sports mania - running took over the world, Nike, Adidas and Puma brands began to release high-tech practical models of running shoes, along with a new generation of basketball shoes.

"The NBA players wore Chuck Taylors, they were the best, and so everyone wanted to wear what they were. When I played with the Nets (a professional basketball team), I had Michael Ray Richardson Chuck Taylors signature shoes in leather, which cost 19.95 dollars a pair,” recalls Michael Ray Richardson, a basketball player who played defensive end for the New York Knicks, Golden State Warriors, and New Jersey Nets from 1978 to 1986.

"They were beautiful but hard to play in, especially compared to the Air Jordans. I had to put orthotics in them," adds Michael Ray Richardson.

With the death of Chuck Taylor in 1968, a year after he was inducted into the Basketball Hall of Fame, Converse lost its powerful secret weapon.

A short-lived resurgence in the popularity of sneakers in the 80s and 90s was due to the musical culture - grunge. The image of Kurt Cobain in Converse sneakers marked a cultural shift in the fate of the brand.

With affordable prices, great designs, a variety of materials, colors and models (there were even knee-high models), Converse sneakers became the favorite everyday shoes of the baby boomer generation.

Image copyright getty Image caption The Ramones, 1978

This look has taken over pop culture ever since actor James Dean wore a Jack Purcell Converse in the 1950s.

The new generation was no longer interested in the basketball history of the Converse. When Converse fan and Ramones drummer Tommy Ramone was asked who Chuck Taylor was, the rocker replied, "Maybe he's a basketball coach or something. I don't know. He made cheap shoes."

Materialization of ideas

If at the beginning of the brand's history the rubber sole played a significant role in its success, then the other "ingredient" of the boots is canvas fabric, from which top part ked, - has become an investment in the future.

After several changes in management at the beginning of the 2000s, the company hard times, and in 2001 she declared bankruptcy. Nike Corporation saved the brand. She changed the direction of the brand policy from sports performance to creative expression, collaborating with a number of prominent fashion designers such as Givenchy, Missoni and Maison Martin Margiela.

May 2014 French house haute couture Maison Martin Margiela has released a capsule collection of sneakers. Classic models brand Jack Purcell and Chuck Taylor All Star appeared in the house's signature white colorway.

Image copyright Maison Martin Margiela Image caption Converse sneaker collection by Maison Martin Margiela

Among the latest creative projects of the company are two models of Chuck Taylor All Stars, the fabric design for which was developed by the American artist Nate Lowman. The price of each limited edition model is $25,000 per pair.

The rebranding strategy proved to be effective. In 2012, Converse's sales reached $1.4 billion, while in 2002 they were only $205 million.

Converse sneakers amaze with their variety. The brand has successfully bridged the gap between sporty and fashionable casual shoes, which are sometimes worn even at formal events. Like, for example, actress Kristen Stewart, who can wear her favorite Converse pair on the red carpet. And the classic white model Chuck Taylor All Stars has long been an attribute of fashionable weddings.

"Our brand is now at the pinnacle of its development, and this is thanks to the collaboration with the creative community," - said Jim Calhoun, President and CEO of Converse, in an interview with Footwear News magazine. - The priority of our brand policy today is shoes "made for artists, inspired by artists."

Image copyright getty Image caption The brand has successfully bridged the gap between sports and fashion shoes

Although the company respects the design heritage of its brand, it recently decided to move away from the production of athletic basketball shoes. This is an unprecedented decision in almost a century of the company's history. However, Jim Calhoun admits that management breathed a sigh of relief.

“We were very afraid to abandon the sports part of our brand, especially basketball, because we put a lot of effort into meeting the modern requirements of sports shoes. But in fact - this decision gave us the opportunity to rethink our history and realize that it was not connected exclusively with sports," the president of the company explained.

However, the original classic design of Chuck Taylor All Star, which has hardly changed over the centuries, allows you to confidently believe in the successful future of the brand.

Converse is a very famous shoe brand. Basically, most people know her thanks to the classic sneakers. Few people know how it all began, today we will just discuss the history of this brand and some interesting points associated with it.

This is a fairly old brand, the older it is, the more interesting it is to be interested in and compare its current activities with those of past years. The brand was founded in 1908 as a manufacturer of rubber galoshes. Then the company was founded by 47-year-old Marcus Mills Converse, he did not establish mass production right away, there was no talk of sports shoes at all.

The company developed, gradually produced more and more rubber shoes, in 1915 produced the first sports shoes for tennis. From that moment on, the history of the various years of this brand began.

In 1917, the well-known All-Star sneakers were released by all of us. Initially, these whales were released for basketball, so one of the famous basketball players of that time tried them, he liked it, after which he took an active part in advertising these products. In the future, this basketball player joined the company and began to actively help improve sneakers. He came up with various side protections that allowed the shoes to be protected from various impacts and so on. He also tried and brought ideas to get the flexibility of this shoe. Later, the logos of the company were applied to the sneakers and the name of this basketball player, Chuck Taylor, was added.

From that moment on, the popularity of the brand began to grow, as sneakers began to appear in the professional basketball team, after which she represented the interests of her country in the basketball world. The arrival of two-time badminton world champion Jack Pursall to Converse played the biggest role in popularity. He decided to develop comfortable sneakers for playing professional badminton with the company, he added some horizontal stripes to protect the shoes from damage during sports. The guidance data has not only become good in terms of functionality and utility, but it has also become good in terms of design and improvement in the overall look of the shoe.

Then the company developed, produced leather sneakers, there were still successful contracts with the basketball team, but in 1941 America entered the Second World War. From this, the manufacturer had to redo its production and produce clothing and footwear for pilots and other military personnel. This allowed the company to receive many different awards from the government for helping in the army.

After all this, production returns to its roots, in 1947 white sneakers are produced, contracts with volleyball teams continue two years later, and for many many years the company exists as a cult brand. All Americans associate the company with a lifestyle that is not classic and therefore shoe sales were very high, almost everyone had shoes of this brand.

After all this, the film becomes popular with rock bands, many more subcultures and athletes. So the company has survived to this day and still remains popular, well-known and well-sold.

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If you are a resident of a metropolis, prefer comfortable street casual always and everywhere, like jogging in the morning or just “in the know” - then we don’t need to say that converse sneakers are a cult thing. Converse is a shoe with a history of more than 100 years, a brand that has defined its sports direction, collaborating with top NBA players and receiving century-old support from the world's main basketball association.

In 1908, the Converse Rubber Shoe Company began its history, led by Macus Mills Converse. Hence the name of the brand, and it is correct to say converse, with an emphasis on the first syllable. The shoe company developed quite successfully, constantly replenishing its range. But I didn’t start to specialize in sports shoes right away. Only in 1917, the Converse Rubber Shoe Company released a special model for basketball players - the Converse All Star.

NBA star Chuck Taylor was the first to appreciate the novelty and became a fan comfortable shoes with top quality rubber soles. So in 1918, Chuck Taylor became, as they say now, the official face of the brand and led the advertising campaign for sports shoes. Later, the Converse All Star line of sneakers becomes the signature model of Chuck Taylor. Now we don’t remember how he threw balls into the basket and how many matches he won, but his name is immortalized on Converse sneakers.

Initially, sneakers were made only from high-strength canvas with a dense rubber sole. The creators have always paid close attention to the quality of materials. Today, in the manufacture of sneakers, it is used and Genuine Leather, and canvas, which in its texture resembles soft suede, and nubuck. So, modern men's converses are represented by different modifications:

• Chuck Taylor All Star– a classic silhouette, both high and low, realized using different materials- of course, first of all, it is a classic canvas, but models made of high-quality leather and canvas are also popular. Models are also grouped according to color schemes - they can be both plain and with imitation of rain splashes, sun-bleached skin, as well as the most bright colors up to neon.
  Chuck Taylor All Star models have many podcasts, for example:
  • CTAS Iridescent Rubber
  • CTAS Highline Shroud
  • CTAS Highline
  • CTAS Crochet
  • Chuck Taylor All Star II Neon
  • CTAS Sunset Wash

  Every year, new modifications of the brand's favorite line - Chuck Taylor All Star (CTAS) - are released, all of them are distinguished by their unique concept or their release is timed to coincide with any sporting event.

• Converse x Sex Pistols- punk rock motifs inspired a new design - the sneakers show pictures of albums, graphics, inscriptions.
• Converse x John Varvatos- industrial style, embodied in classic low and high models with unchanging quality.
• Converse Jack Purcell Signature- all models of the line are made of nubuck in restrained natural colors.
• Converse Cons One Star Pro- another tribute from the manufacturer to the street subculture - an ideal model for skateboarders.

Admittedly, in the 1950s, Converse was the number 1 shoe in the basketball world, not only in the US, but was a recognized brand around the world. Rebels, hippies and young people adored converse and wore them “both to the feast and to the world”, but in Russia they knew absolutely nothing about the brand all this time.

In 2003, Nike, having bought the company, inhales new life into a cult brand and, having invested a lot of money in marketing and production optimization, brings sneakers back to the global market. This time everything turned out well, and the sneakers reached Russia.

The rather high price of original shoes contributes to an increase in the share of counterfeit goods on store shelves. So how to distinguish the original men's converse and not buy into beautiful photos posted on the pages of online stores?

• The first thing you should pay attention to is the price! As a rule, the price is the main criterion for quality and a guarantee that you are paying for real basketball league sneakers. Even taking into account sales and maximum discounts, you will not be able to buy sneakers cheaper than 3,000 rubles for the simplest converse modification. Without discounts, prices for sneakers start at 4,700 rubles - this is the recommended price from the manufacturer - everything that is cheaper is definitely a fake. But even for this price, you can lie on non-original products, so we do not lose our vigilance and look further.
• We look at the rubber sole - the original has a thick, high-quality, pure white color, without traces of glue. The red stripe is bright.
• Weigh shoes - yes, yes! Due to the fact that the strength of the sole of the original converse is achieved by repeatedly layering the rubber layer, and the weight of real sneakers will differ significantly from a fake. So, one size 38 sneaker should weigh 360-370 grams. Anything lighter is fake.
• Look at the insole and lining. The original lining behind the heel is made of thick cardboard that can keep its shape even after repeated use. The insole and lining on the cardboard should be yellow color, Converse branding on the insole is navy blue. For fakes, the insole is usually white, the color of the logo may vary.
• Pay attention to the laces. The original shoes come already laced. The original converses are equipped with thin weave laces - they are more wear-resistant and durable.
• We check the strength of the rubber toe. In the original, it is always dense, made of thick rubber, with a clear streamlined shape. The fake offers a soft, shapeless toe that crumples easily when pressed.

No matter how much you want to save money, but buying a fake will make you regret such savings much sooner than you might think. The counterfeit manufacturer does not care about the durability of the shoes. So don’t be surprised if after a month white sneakers get yellow spots that cannot be removed, and the sole starts to stick out.

Are there official converse stores in Russia?

If it is not possible to visit the official store, the official online store of the Converse brand is at your service.

Attention.It is also worth knowing that the company has banned the use of the Converse brand name in site names, so if you decide to make a purchase on a site that appears in the name of the brand name and everything seems official, you should know that this is a hoax, you will buy there 100% fake.

What is there to discuss - converse is a legend and largely due to the fact that this is one of the favorite brands of cinema. Cinema has made a huge contribution to the spread of conversions around the world. List of films where the main characters, bad guys and good cops, wearing trendy sneakers - really impressive. The first significant appearance of converse on the screen can be considered the film "Rocky" - and this is already 1976! Since then, Hollywood has been using branded shoes in filming often and with pleasure - Sin City, Back to the Future, I, Robot, Grease, Harry Potter, M.D. House and even our Cop with Rublyovka. Notice that all the heroes in converse are tough guys, athletes and lucky ones. Such love of directors, of course, contributes to the promotion of the brand to the masses. Well, we are just happy. Moreover, the quality of the brand is not a shame - Converse has been proving for over 100 years that it is not ready to lose ground in the sports shoe market.

History of Converse

The American brand Converse is a legend of sports shoes that everyone knows. The company appeared more than 100 years ago, during which time it managed to release several immortal hits, become part of the Nike corporation, leave basketball and return to it again. The Snicker Encyclopedia of the STREET BEAT chain of stores tells how the galoshes factory became one of the key manufacturers of sports shoes.

Chuck Taylor

The Converse Rubber Shoe Company was founded in 1908 by Marcus Mills Converse in Malden, Massachusetts. Initially, the factory produced galoshes and winter shoes with thick rubber soles. But two years later, the company completely went into the production of casual shoes, and then began to create the first sneakers.

Marcus Mills Converse

Founder of Converse

It took Converse only 10 incomplete years to present the world with the main hit and the most popular model in the history of sports shoes - in 1917, the debut release of Converse Non-Skids sneakers took place, which would later be renamed the All Star known to us.

By that time, shoes for football and tennis were already being produced under the Converse brand, and new model was designed for the growing popularity of basketball.

Converse Non-Skids, 1917

Converse positioned the Non-Skids as a revolutionary sports product. The model had a unique design at that time. It provided good support and was equipped with a durable rubber outsole that grips the floor well. At that time, sports shoes were in demand exclusively among athletes, so sales left much to be desired. Around the same time period, Columbus High School basketball team quarterback Charles Taylor began wearing Non-Skids. Converse sneakers have become the athlete's favorite gaming shoes and an integral part of his image. If there was an alternative sneaker model on the market at that moment, the story could have turned out in a completely different way.

Taylor was an ambitious and enterprising person, he sincerely loved Converse shoes and already in 1921 he went to the company's office in Chicago in search of work. Taylor was hired. Thus, in the world of sports shoes, perhaps the first ever ambassador appears. At the same time, Taylor is acting as a sales representative for Converse. The company's newcomer immediately made several important changes to the design of the model. This is how the protective patch in the ankle area with the “All Star” print appeared, the design of the model becomes more ergonomic and the sneakers acquire the colors that are still produced - white and black.

Chuck Taylor - the first ever ambassador

Driving a Volkswagen Beetle, Taylor traveled all over America with Converse sneakers. He knew absolutely all the "necessary" people in the world of basketball. Coaches and even owners of professional teams consulted with this man, he was respected and loved by everyone involved in American basketball in the first half of the 20th century. To perpetuate the memory of the greatest man in the history of the brand, Converse changed the name of the Non-Skids sneakers to Chuck Taylor All Star, under which the model is still produced.

Wilt Chamberlain and Jack Purcell

During the Second World War, Converse switched to the production of rubberized shoes for the military, outerwear and protective suits. There was simply no other way out. But along with the end of the war, Converse again launches the production of sports shoes, including All Star sneakers. By the early 1950s, Converse sneakers were becoming popular with young people and sneakers were starting to hit the streets. You could say it was the dawn of sneaker culture as we know it today. During the 1950s, the Converse All Star became the official shoe of the American Basketball League and the standard for school and college wear. After another 10 years, the company controls 80% of the US sports shoe market, Converse begins to expand its structure and opens new factories.

In 1962, two important events in the history of Converse take place. The brand releases the low-top All Star for the first time, and Philadelphia Warriors basketball player Wilt Chamberlain sets the NBA single-game scoring record with 100 points. The athlete wore Converse sneakers on his feet, and the record remains unbroken to this day.

In 1962, Wilt Chamberlain in Converse sets a record by scoring 100 points in a match, which remains unbroken to this day.

For any American boy, Converse sneakers were the "shoes of heroes", popularity and sales were constantly growing. The next stage of development was the emergence of new All Star colors and in 1966 the company introduced the model in seven colors, which, according to the designers' idea, were to be combined with the shades of equipment of key NBA teams. In 1969, Chuck Taylor was inducted into the Naismith Basketball Hall of Fame.

In 1972, Converse buys athletic shoe manufacturer PF Flyers and as a result acquires the rights to the company's key product, Jack Purcell sneakers. These sneakers have been produced since 1935, but at first they came out under the brand name B.F. Goodrich Company. The silhouette was born during the brand's collaboration with professional badminton player Jack Purcell.

Jack Purcell

Professional badminton player

The model was intended for playing on the court, and its main distinguishing feature was the sole covering the toe with a contrasting insert in the shape of a smile. As a professional athlete, Purcell was convinced that such a solution would protect the toes, and the unusual detail would become a symbol of the model. Purcell was right and the silhouette really came to success. Still - they were worn by James Dean himself, the famous American actor and legend of his generation. Later, it is the world-famous stars that will make Converse shoes known to the whole world.

From pop culture to bankruptcy

In the 70s, other, younger brands entered the basketball shoe market. Basketball shoes start coming out at adidas and then Nike. Despite this, Converse's position is as strong as ever. In 1974, the company introduced the low-top One Star basketball shoes, and two years later, the All Star Professional Basketball Shoe, which we know today as Pro Leather, appeared. Michael Jordan himself wore Converse Pro Leather sneakers during college, and Julius Irving led his team to the NBA Finals. Subsequently, this silhouette will become a classic street style, skaters will ride in them, they will be chosen for collaborations. And yet, innovative technologies from new sports manufacturers are gradually replacing Converse from basketball. By the end of the 80s, sneakers had become a rarity on the court, but are increasingly appearing on the streets.

Converse was worn by rockers and punks, skaters and just dudes. Nobody cares about the basketball past, people begin to see in shoes not only functionality, but also an opportunity for self-expression. The image of sneakers as shoes for free youth was influenced by such stars as The Ramones and Kurt Cobain, David Bowie and Metallica. Even the heroes of Hollywood cinema appeared in sneakers. This image turned out to be so strong that it continues to live today, only now it is supported by all kinds of collaborations.

Until other sporting goods manufacturers got into the lifestyle market, Converse was doing amazingly well. By the 80th anniversary of the Converse All Star sneakers, the company has sold 600 million pairs. For you to understand, this is when every tenth person on Earth has at least one pair of Converse sneakers in their wardrobe. Despite this, in the 90s, sneakers give way to everyday wardrobes for more modern models sneakers. They are still worn by representatives of various subcultures, but sales are falling from year to year. The management turned out to be unprepared for the constant changes in the market and the new rules of the game, which were dictated by the growing strength of competitors. In 2001, the company announced the beginning of bankruptcy proceedings.

Under the wing of the goddess of victory

In the struggle for the market of casual sports shoes in 2003, the American sports giant Nike buys all the structures of the Converse company. This deal becomes one of the greatest in the industry and an important milestone in the development of Nike.

With the Converse trademark, Nike gains the rights to manufacture and market all of Converse's hits, including the iconic All Star. At the same time, the era of collaborations begins and Converse sneakers are the best suited for joint projects. Under the leadership of Nike, Converse begins to produce collections with high fashion houses and musicians, street brands and artists. Sneakers are finally leaving the sport and acquiring the status of classics of everyday style.

Legends such as Comme des Garçons and Maison Martin Margiela, Missoni and Off-White have worked on limited-edition Converse sneakers. Special editions of All Star sneakers were inspired by The Simpsons and Mickey Mouse. Iron Maiden, AC / DC and Gorillaz also released unique Converses. Collaborations tend to use the classic All Star model, but sometimes designers make changes to other silhouettes, such as One Star in the case of the GOLF le FLEUR* brand or ERX-260 in a joint project with Just Don.

In 2011, Nike merged the structures of Converse, Nike and Jordan Brand into a single company, and already in 2015, it began to introduce its own sports technologies into Converse products. This is how the Converse All Star II sneakers with the signature Lunarlon sole are born, which embody a modern classic. The sneakers that Rocky Balboa wore on the steps of the Philadelphia Museum of Art are no longer seen as athletic shoes. Now it is entirely a lifestyle product.

In 2019, the Converse logo appeared on the NBA floor for the first time in seven years. To get back on the court, the company introduced the modern All Star Pro BB basketball shoes, which are played by forward Kelly Aubrey. From this moment on, a new chapter in the history of Converse opens, in which there is again a place for sports. Using the best of Jordan and Nike, the company plans to create a wide range of basketball shoes and breathe new life into Converse's sports heritage.

Converse All Star Pro BB, 2019

The history of the brand begins in 1908, then an experienced manager of the company for the production winter shoes Marcus Converse, opens his own shoe company Converse. Initially, the company focused on the manufacture of family shoes, but in 1915 the assortment was replenished with sports models. Two years later, under the company logo, the world's first basketball shoes are released - Converse All Star.

In 1918, wearing the legendary All-Star sneakers, the basketball player begins his career Charles Taylor, who in 1921 officially joins Converse and releases his signature sneaker model - Chuck Taylor All-Star.

Taylor's shoes are becoming incredibly popular, while reaching different categories of buyers: in Chuck Taylor All-Star sneakers you can see both a professional athlete and an ordinary teenager. The company, in turn, becomes the representative of the basketball sport in the country and shoes most of the basketball teams. At this time, the factory undertakes to produce sneakers for the first African-American team - New York Renaissance, whose successful game in subsequent years will serve as confirmation of the quality of Converse products.

In 1941, during the Second World War, the company changes priorities and begins to produce shoes for pilots and infantry. In addition to traditional sneakers, which have become the official shoes of the US troops, Converse designs for the air force A6 Flying boots.

In 1949, professional basketball players of the mass wear Chuck Taylor All-Star. Among ordinary Americans, Converse sneakers are also at the peak of popularity, after the war period, when shoes were made in dark colors, the company produces sneakers in a variety of colors, which makes them popular among children and young people.

In the 1960s and 70s, in order to maintain the image of a sports brand, Converse, in addition to a large number shoes produces lines of clothing and accessories for different types sports. At the same time, a variety of subcultures pick up the fashion for Converse sneakers, hippies and punks easily combine leather jackets, jeans, T-shirts with All-Star. The brand's shoes are also preferred by the musicians of the bands Nirvana, Pantera, Green Day, Ramones, who use sneakers, both in everyday life and on stage.

The decline in the popularity of Converse shoes began in the late 1980s, when the company could not cope with the competition. Nike, Reebok and Adidas, which are increasingly presenting new footwear with the use of innovative technologies aimed at the comfort of using shoes.

Converse sneakers stop responding fashion trends time, while maintaining its conservatism, and soon the demand for shoes becomes minimal

In 1995, Converse was acquired by ApexOne However, things do not go better and in 2001 the Converse brand declares itself bankrupt.

In 2003, Converse is acquired by Nike, which is its owner and still is. Under the new management, many Converse models have been re-released, many have been redesigned by Nike designers and presented in new styles. Nike's work on Converse shoes has drawn criticism from fans of the classic All-Stars, but despite this, Converse managed to resume sales of their products.