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Part III Case Study: Converse’s Chuck Taylor All Star Gets Its First Redesign in 98 Years
Established in 1908, Converse Inc. was built on the reputation of “America’s original sports company.”
The Converse Chuck Taylor All Star made its debut in 1917 and has been one of the most iconic sneakers
in America ever since. They were the name in basketball shoes for decades, and in more recent years,
they have been the choice footwear for artists and musicians. “The Chuck Taylor All Star is one of the
most legendary and iconic sneakers of all time,” said Jim Calhoun, Converse President and CEO.
For 98 years, the shoes remained unchanged and still very popular. But in 2015, the Chuck Taylor All Star
received its first-ever redesign. The Chuck Taylor All Star II looks very similar to its predecessor, with
most of the changes being in shoe material and construction.
“The launch of Chuck II is a ground-breaking moment for Converse as we continue to move the brand
forward through creativity and innovation, ushering in not just a new sneaker, but a completely new
way of thinking,” said Calhoun.
