CONVERSE All Star: Not Just A Pair Of Canvas Shoes.

In 2003, when Slate columnist Rob Walker learned that CONVERSE was about to be bought by Nike, it was called "what happened?"

In the commentary of chuck Taylor, he said, "in all sports shoes brands, it is the one with the least stench and speculation."

Hours after the announcement, NBC TV and Washington Post interviewed some All Star wandering guys in New York and Washington, including college students, casual workers and street performers. Many people were angry that they would not buy any more CONVERSE products.

But in Nike's view, this deal is absolutely worth it. CONVERSE overnight became a retro weapon for Nike to fill the blank of the mid-range sports shoes and casual shoes market from a deficit competitor.

The reason is very simple. According to the sports products marketing association of America, less than 20% of the core consumers of sports products are willing to pay for high-end sports shoes with a price of more than 100 dollars. Most buyers accept psychological price between 20 and 80 dollars. The failure of Reebok's mid 90s "Pump" series is a typical example.

The acquisition of Nike in second years has been rewarded, when the financial quarterly report shows that Nike's total revenue during the same period was $3 billion 600 million, an increase of 18%, of which 4 percentage points came from CONVERSE's contribution.

How are these canvas rubber soles that are 90 years old and so far maintain 30 thousand weekly sales? How do they become a landmark symbol of American pop culture with Hollywood, hamburgers and jeans?

In early 1908, when Marquis Con Weiss, a British immigrant, built his own "rubber shoes factory in Boston" in Massachusetts town, Marton, it was estimated that his workshop could become a booster for youth rebellious culture in the future.

In fact, the main business of the company is to manufacture rubber protective shoes and rain boots for workers on the industrial line. By the year 1910, CONVERSE has developed into a large enterprise with 350 employees and 4000 pairs of Nissan.

In 1917, the prototype of the first pair of All Star canvas basketball shoes was born in the production workshop of CONVERSE, and keen Maris Kang Wei Si noticed that outdoor sports such as baseball, rugby and running are becoming the new hot spots of the working class's daily leisure.

Not only that, but a failed bank financing attempt in that year led to the fact that the idea of trying to turn the company to the production of rubber tire has not been realized. This ensures that "All Star" will continue to be the main product of CONVERSE.

In 1921, "All Star" finally came to its Savior, Chuck Taylor, member of the future US basketball hall of fame.

The high school student came to CONVERSE headquarters in Chicago, hoping that the new sports shoe factory could produce more light and strong sneakers.

Bob Pury F, the sales director, simply hired the little boy who was keen on improving basketball and basketball. He became a CONVERSE salesman. He quickly rebuilt the rubber outsole and added a foot pad. After the upper shoe was raised, CONVERSE gradually defeated Spalding and other sports shoes manufacturers.

Taylor was also given the title of "CONVERSE basketball ambassador", shuttling across all American universities with a Cadillac car loaded with his improved CONVERSE sneakers.

In 1941, CONVERSE became the US military material supplier of World War II, producing military rain boots, military uniform, raincoat, leather jacket and other materials. Chuck himself was also a fitness instructor of the US Army recruits. He took the opportunity to improve All Star slightly and became a designated training shoe for the US Army.

Today, the US military training version, All Star, is still in its original position: all black color matching, enhanced toe in wear proof rubber pits, and tight upper and tight fit of high tube upper.