Converse’s Chuck Taylor: Future Growth of a Retro Brand


The case deals with one of the most iconic retro brands in the world of sneakers – Chuck Taylor All Star, which was first developed by Converse in 1917. Converse, which at one time was the market leader in sport shoes, received a setback in market share in the 1970s with competition from new players in the athletic shoe market such as Nike. Converse’s Chuck Taylor All Star sneaker was a unique brand in that consumers used it for casual wear despite its being marketed as an athletic shoe. Nike recognized the brand potential of Converse, specifically the Chuck Taylor sneaker, and acquired the company in 2003. Through the use of unique marketing initiatives, such as music sponsorships and the engagement of fans and consumers over social media, Nike revived the brand. However, when a new variant of the Converse sneaker was launched in 2015, it was not well accepted by consumers. This case discusses the possible growth strategies for the Chuck Taylor All Star sneakers, when competition in the sneaker market was growing and consumers were not responding positively to new innovations in Chuck Taylor All Star sneaker designs.

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