Converse
Corporate brand
UnclaimedAn American lifestyle footwear and apparel brand best known for the Chuck Taylor All Star sneaker.
Last updated October 7, 2026
Overview
Converse is an American lifestyle brand whose identity is closely associated with canvas sneakers, basketball heritage, youth culture, music, skateboarding, and casual fashion. Marquis Mills Converse established the Converse Rubber Shoe Company in Malden, Massachusetts, in 1908. The business initially manufactured winterized rubber-soled footwear, galoshes, tennis shoes, and other rubber products before developing a significant position in athletic footwear. The company entered basketball in the 1910s. Its All-Star basketball shoe appeared in 1917, and basketball player Charles H. “Chuck” Taylor joined Converse in 1922 as a salesman and brand ambassador. Taylor traveled extensively to promote the shoe, advocated design improvements, and became so closely linked to the product that his signature was added to the ankle patch in 1932. The resulting Chuck Taylor All Star became one of the most recognizable footwear designs in the world. During the mid-twentieth century, Converse was a leading supplier of basketball shoes in the United States and was worn by generations of school, college, and professional players. Converse also contributed to wartime manufacturing during the Second World War, producing rubberized footwear, protective clothing, and other equipment for the military. After the war it resumed athletic-shoe production and expanded its cultural reach through basketball promotion, school-color products, athletic publications, and relationships with players and teams. The brand’s products became part of American sports and popular culture, while the simple canvas-and-rubber construction later made the shoes attractive beyond the basketball court. From the 1970s onward, Converse faced increasing competition from Adidas, Nike, Puma, Reebok, and other brands that introduced specialized performance technologies and new silhouettes. Its basketball position weakened, and the company diversified into sporting goods and industrial products. Ownership changed several times, including transactions involving Eltra, Allied Corporation, Interco, and later investors. Converse entered bankruptcy protection in 2001, closed its remaining United States manufacturing plants, and shifted production overseas. Footwear Acquisitions purchased the brand from bankruptcy and pursued a turnaround based on its heritage and lifestyle appeal. Nike acquired Converse in 2003 for a reported US$309 million. Under Nike ownership, Converse retained its own creative identity while gaining access to broader product-development, distribution, retail, and marketing capabilities. The portfolio expanded beyond the Chuck Taylor All Star to include Jack Purcell, One Star, Cons skateboarding products, Star Chevron styles, apparel, accessories, and collaborations. The brand also made a limited return to performance basketball with the All-Star Pro BB in 2019, using Nike technology while maintaining a distinctive Converse design language. Converse is now positioned primarily as a global casual and streetwear brand rather than a leading technical-performance footwear company. Its products are sold through company-operated and partner retail, digital commerce, wholesale channels, and licensed or collaborative arrangements. The Chuck Taylor All Star remains the core franchise, while seasonal collections, platform variations, fashion collaborations, skate products, and basketball-inspired releases support its relevance across different consumer groups. The company is headquartered at Lovejoy Wharf in Boston, where its offices include retail, fitness, and creative facilities.
History
Converse began in February 1908 when Marquis Mills Converse opened the Converse Rubber Shoe Company in Malden, Massachusetts. The company made rubber footwear, including winterized shoes and galoshes, and also produced tennis shoes and some non-footwear rubber goods. It entered basketball during the 1910s, establishing a basketball line in 1916 and introducing the All-Star basketball shoe in 1917. Charles H. “Chuck” Taylor became central to the brand in 1922. After approaching Converse about foot discomfort, Taylor joined the company as a salesman and ambassador. He traveled throughout the United States promoting the shoe and helped refine its support and flexibility. His name was placed on the ankle patch in 1932, creating the Chuck Taylor All Star identity. Although the company encountered financial difficulty and entered bankruptcy in 1929, the Stone family acquired Converse in 1939. During the Second World War, Converse redirected production toward military needs, including rubberized footwear, protective suits, and outerwear. After the war, it returned to athletic footwear and built a strong position in American basketball. The company promoted the sport through players, schools, college programs, team-color shoes, and the Converse Basketball Yearbook. In 1957 it introduced a low-cut All Star, and by the 1960s the shoe was available in school colors. Converse also supplied customized footwear to the New York Renaissance, an important early African-American professional basketball team. The All Star became associated with notable basketball moments, including Wilt Chamberlain’s 100-point NBA game in 1962. Converse diversified during the early 1970s into sporting goods and industrial products. Eltra Corporation acquired the company in 1972, and Converse purchased PF Flyers from B.F. Goodrich, although antitrust litigation later caused the PF Flyers transaction to be broken up; Converse retained the Jack Purcell trademark. The chevron-and-star insignia was designed by Converse employee Jim Labadini. Allied Corporation acquired Eltra in 1979, and Converse later changed hands again, including an acquisition by Interco in 1986 and a subsequent spin-off in 1994. The brand’s athletic dominance weakened from the 1970s as Adidas, Puma, Nike, Reebok, and other competitors introduced new designs and performance technologies. Converse was eventually displaced as the official NBA shoe. While canvas-rubber footwear regained popularity as casual fashion in the 1980s, the company remained heavily dependent on the All Stars, and its basketball business deteriorated by the end of the decade. Interco sought Chapter 11 protection in 1991, and Converse went through repeated financial difficulties before filing for bankruptcy on January 22, 2001. Its last United States manufacturing plants closed on March 30, 2001, as production moved overseas. Footwear Acquisitions bought Converse from bankruptcy in April 2001. The new owners and industry executives attempted to rebuild the brand around its heritage, lifestyle appeal, and recognizable product architecture. The headquarters moved to North Andover, Massachusetts, before the company later established its Boston headquarters. Nike acquired Converse in July 2003 for US$309 million. Nike’s ownership provided additional operational and product resources while Converse continued to operate as an independent brand within the Nike portfolio. In the twenty-first century, Converse broadened its lifestyle range through Chuck Taylor variations, Jack Purcell, One Star, Cons skateboarding products, Star Chevron models, apparel, accessories, and collaborations. It introduced the Chuck Taylor II in 2015 with updated materials and Nike-derived cushioning technology. In 2019 the company returned to performance basketball with the All-Star Pro BB and signed a group of basketball players, including Draymond Green, Natasha Cloud, and Shai Gilgeous-Alexander. Converse also maintained connections with skateboarding, music, art, film, and charitable initiatives. The brand’s Boston headquarters at Lovejoy Wharf opened as a creative and commercial base with office, retail, fitness, and studio facilities. Its contemporary strategy emphasizes global casualwear and cultural relevance while preserving the Chuck Taylor All Star as its central franchise.
- 2019
Converse returns to performance basketball
[1]The All-Star Pro BB marks a renewed performance-basketball effort using contemporary Nike technology.
- 2015
Chuck Taylor II launches
[1]Converse releases a redesigned Chuck Taylor with updated materials and Nike-related cushioning technology.
- 2003
Nike acquires Converse
[1]Nike acquires Converse and operates it as a separate subsidiary brand.
- 2001
Converse files for bankruptcy
[1]The company files for bankruptcy in January and closes its remaining United States plants in March.
- 1991
Interco files for Chapter 11 protection
[1]Converse’s parent enters bankruptcy protection amid the brand’s declining athletic-shoe position.
- 1986
Interco acquires Converse
[1]Interco purchases the company as Converse navigates intensifying competition in athletic footwear.
- 1972
Eltra Corporation acquires Converse
[1]Converse becomes part of Eltra during a period of diversification and corporate change.
- 1957
Low-cut All Stars are introduced
[1]Converse expands the All Star range beyond its established high-top format.
- 1941
Converse shifts to military production
[1]During the Second World War, Converse manufactures rubberized military footwear, protective suits, and outerwear.
- 1939
The Stone family acquires Converse
[1]The Stone family purchases the company after its earlier bankruptcy.
Showing the 10 most recent.
Products and positioning
Classic, accessible, expressive, casual, streetwear-oriented, and rooted in basketball, music, skateboarding, and youth culture.
Lifestyle footwear · 1917
Chuck Taylor All Star
Converse’s defining franchise originated as a basketball shoe introduced in 1917 and became associated with Charles H. “Chuck” Taylor after he joined the company in 1922. The design is characterized by a canvas upper, rubber toe cap and outsole, circular ankle patch, and distinctive vulcanized construction. High-top and low-top versions, seasonal colors, platform formats, and collaborations have extended the line far beyond its original athletic use.
Lifestyle footwear
Jack Purcell
The Jack Purcell line is a Converse-owned footwear franchise associated with a low-profile court and lifestyle aesthetic. It originated as a badminton shoe and is recognized for its clean upper, rubber sole, and distinctive curved toe detail. Converse retained the Jack Purcell trademark after an antitrust dispute interrupted its acquisition of PF Flyers.
Lifestyle and skate footwear · 1974
One Star
Introduced in 1974, One Star developed from Converse’s athletic heritage into a versatile casual and streetwear silhouette. Its single-star branding differentiates it from the Chuck Taylor All Star and has supported later fashion, skateboarding, and collaboration collections.
Skateboarding footwear · 2009
Cons
Cons is Converse’s skateboarding platform. The program formally launched in 2009 with a team of professional skaters and has included skate-focused adaptations of Converse silhouettes. Products emphasize board feel, durability, grip, and a connection to skate culture while retaining the brand’s recognizable visual language.
Basketball footwear · 1986
The Weapon
The Weapon debuted in the 1980s as a leather basketball shoe offered in team-oriented color schemes and high-top and low-cut versions. Larry Bird and Magic Johnson were prominent early endorsers. Converse has periodically revived the model and related variants, including the Weapon EVO and later lifestyle and skate adaptations.
Lifestyle footwear · 2015
Chuck Taylor II
The Chuck Taylor II was a 2015 redesign of the classic All Star. It preserved the familiar exterior proportions while introducing updated materials and an insole incorporating Nike-developed cushioning technology.
Performance basketball footwear · 2019
All-Star Pro BB
The All-Star Pro BB represented Converse’s return to performance basketball in 2019. The shoe combined a contemporary basketball platform and Nike technology with visual references to Converse’s traditional silhouettes. It was supported by a roster of basketball athletes including Kelly Oubre Jr., Draymond Green, Natasha Cloud, and Shai Gilgeous-Alexander.
Apparel and accessories
Apparel and accessories
Converse extends its footwear identity into clothing, bags, headwear, socks, and other accessories. These products commonly use the Chuck Taylor, Star Chevron, One Star, or Cons visual systems and are sold as casual lifestyle and streetwear complements to the footwear portfolio.
Marketing campaigns
- 2022Chase the Drip
Global
Converse released the Chase the Drip shoe associated with basketball player and brand face Shai Gilgeous-Alexander.
Outcome. Linked Converse’s renewed basketball activity with fashion-led athlete storytelling.
- 2010Anthony Pappalardo (RED) skate shoe
Global
Professional skateboarder Anthony Pappalardo released a (RED) edition of his Converse signature skate shoe as part of the brand’s charitable initiative.
Outcome. Extended the (RED) program into Converse’s skateboarding community.
- 20081Hund(RED)
Global
Converse created a special collection through the (RED) initiative, involving designs by artists from around the world and directing part of the profits toward HIV/AIDS prevention programs.
Outcome. Connected Converse product customization and artist participation with a global charitable cause.
- 1950Converse Basketball Yearbook
United States
Converse used basketball publications and illustrated yearbooks to promote its role in American school, college, and professional basketball and to reinforce an athletic national identity.
Outcome. Strengthened the brand’s association with organized basketball and youth sports.
Brand decisions
2019
Return to performance basketballProduct launchBackground
Converse had lost its former position in technical basketball footwear but retained strong basketball heritage.
Action taken
The company launched the All-Star Pro BB and rebuilt a basketball athlete roster, including Kelly Oubre Jr., Draymond Green, Natasha Cloud, and Shai Gilgeous-Alexander.
Aftermath
Converse re-entered performance basketball while continuing to operate primarily as a lifestyle brand.
2015
Launch of Chuck Taylor IIGeneration changeBackground
The original Chuck Taylor design had substantial cultural value but was not optimized for contemporary comfort and cushioning expectations.
Action taken
Converse introduced the Chuck Taylor II with updated materials and Nike technology while retaining the recognizable outward form.
Aftermath
The release demonstrated an effort to modernize the core franchise without abandoning its heritage appearance.
2008
Assert Chuck Taylor design rightsOtherBackground
Converse argued that competing footwear companies were copying recognizable elements of Chuck Taylor shoes, including the toe cap, bumper, striped midsole, and outsole pattern.
Action taken
The company sent cease-and-desist letters and later filed infringement litigation against multiple companies.
Aftermath
Some defendants settled or were removed from the litigation; later proceedings produced mixed findings concerning the protectability and infringement of different design elements.
2003
Nike acquires ConverseM&ABackground
Converse had emerged from bankruptcy but required stronger resources and distribution to support its next phase.
Action taken
Nike purchased Converse and made it a subsidiary while preserving its separate brand identity.
Aftermath
Converse gained access to Nike’s product, operating, distribution, and marketing capabilities and expanded its lifestyle and collaboration portfolio.
Acquisition price. US$309 million (July 2003)
2001
Rebuild the brand after bankruptcyStrategyBackground
Converse entered bankruptcy after losing ground in technical athletic footwear and accumulating debt.
Action taken
Footwear Acquisitions purchased the brand and pursued a turnaround centered on Converse’s heritage, recognizable franchises, and lifestyle potential.
Aftermath
The brand remained viable long enough to be acquired by Nike in 2003.
Recent events
- 2025
Aaron Cain succeeds Jared Carver[1]
Leadership change
Jared Carver stepped down and Aaron Cain, previously associated with Nike’s global men’s business, became Converse president and CEO.
- 2024
Nike discusses a reset for Converse[3]
Leadership change · Pricing
Reporting on Nike’s performance described Converse as undergoing a global positioning and management reset amid weaker sales, while Nike considered measures to improve future growth and profitability.
- 2023
Converse hires Jared Carver as president and CEO[1]
Leadership change
Jared Carver was appointed to lead Converse.
- 2023
Converse refreshes visual identity and promotes All Star R[4]
Campaign · Product launch · Product generation
Converse Japan introduced a refreshed corporate identity based on earlier logo eras and promoted the next-generation All Star R through a product-centered outdoor and street media program.
- 2018
Converse Japan launches Shoes of the Dead social campaign[5]
Campaign · Product launch
For Converse’s 110th anniversary, users were invited to post photographs of heavily worn Converse shoes using the hashtag #ゾンビコンバース. The campaign supported launches including All Star Coupe, Big C and Converse Skateboarding.
- 2016
Trade-dress ruling is appealed and remanded[1]
Lawsuit
The ITC initially rejected aspects of Converse’s trade-dress position; an appellate court found that the wrong legal test had been used and sent the matter back for further consideration.
- 2015
International Trade Commission reviews Converse outsole and trade-dress claims[1]
Lawsuit
An administrative ruling addressed Converse’s claims concerning outsole patterns and related design features, distinguishing some allegedly similar products from Chuck Taylor footwear.
- 2014
Converse pursues trademark protection for Chuck Taylor design elements[1]
Lawsuit
Converse sued multiple footwear companies over alleged imitation of design features including the toe cap, bumper, and striped midsole.
- 2013
Converse announces a new Boston headquarters[1]
Other
The company announced plans for a headquarters at Lovejoy Wharf near Boston’s North Station as part of a waterfront redevelopment.
- 2003
Converse becomes a Nike subsidiary[1]
M&A
Nike acquired Converse, bringing the heritage footwear brand into its corporate portfolio while retaining Converse as a distinct brand.
Showing the 10 most recent.
Sources6 sources
Cite this profile: Cite the canonical profile. /brand-wiki/converse · Editorial policy · How profiles are compiled