Since July Last Year, CONVERSE'S Chuck Taylor All Star II Has Launched The Spring New Model For The First Time.

If Chuck Taylor has become a classic, how will it change?

The Chuck Taylor All Star II released the new spring festival.

This is the first update since this classic shoe upgrade in July last year.

For the first time, the upgraded version of Chuck Taylor All Star II was released for the first time. The use of Nike will only be used in soccer shoes and running shoes. The patch part of the shoe Logo has cancelled the seal effect, with some embroidery designs; the shoelace perforated place has become a single color instead of silver; the duck tongue part has been lined.

Add reflective design to new products.

For those who love bicycles and skateboarding enthusiasts, or those who work on the roadside, this reflective design may be useful.

Yes, sneakers are still the same. These tiny changes are like CONVERSE's "buy one get one" for old customers.

The old version of Chuck Taylor has always been the evergreen tree in the shoe industry. It has created the world's sole sole shoe type sales record of 600 million pairs.

John F. Kennedy, Kurt Cobain and David Bowie are all fans of it.

Although no major changes have taken place in the 98 years, 40 designers still work in this brand.

In the past, the task of the designer was to ensure Chuck's "original" appearance while doing some simple color and pattern updates, or to be responsible for some cooperation.

"This is not an easy job.

We often talk about things together and don't mess up Chuck.

I have to admit that it's like a copy and paste job. "

CONVERSE designer Case said.

In 2014, CONVERSE finally decided to make some changes.

Because CONVERSE found that consumers wanted more than just CONVERSE shoes that had updated colors and patterns, they had to find out why they spent 60 dollars on second pairs or third pairs of CONVERSE shoes.

Therefore, the Chuck second generation is not only to become a pair of easy to use.

Or it looks cool. It must mean more.

Since Nike bought CONVERSE in 2003 for $305 million, CONVERSE has become an important product of Nike.

In 2003 alone, CONVERSE's annual sales volume was $200 million. In 2015, this figure increased to nearly $2 billion, accounting for 6.5% of Nike's total revenue.

Each year, the brand's sales increase by an average of 15%.

Nike also continued to use CONVERSE's old management team, and designers also exchanged ideas.

For example, Chuck second took 18 months to develop, and finally used Nike's Lunarlon technology. The designer sampled from NASA's spacecraft materials to make small materials.

They also developed 15 patches for the logo part of CONVERSE shoes, and they also held a debate about the length of the small metal hoop at the end of the shoelace.

They sought consumers, including art and skateboarding players, to investigate which details of the old Chuck Taylor are attractive and which designs need to be eliminated.

Designer Case also takes the whole team to tour with rock band Zoax rock band to collect opinions.

Indeed, when Chuck II began selling in July last year, many people were careful to observe the old classic sneakers.

Although many styles sell well, general feedback is also "comfortable", but more sharp comments are less willing to accept such changes.

"There is no doubt that Chuck II has lost some tune compared with its predecessor."

The Verge commented, "it's not like the classic Chuck Taylor."

Corinna Freedman, an analyst at BB&T Capital Markets, an investment bank, thinks that these changes in Chuck Taylor will make CONVERSE attractive all the time.

Jim Calhoun, chief executive of CONVERSE in 2011, told Bloomberg interview: "as a successful iconic product, the most fearful thing is change. I am talking about any change."

Becoming a classic may be the ultimate goal of a product.

But after the classics, whether to change or not, how to change is another question.

For CONVERSE, it seems that any change is stiff.

So what will CONVERSE do next? Do you have CONVERSE slippers or waterproof CONVERSE? Maybe not.

CONVERSE designer Silver said he needed to consider not to cater for.

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In the past year, he visited Nike's factory in the United States to learn new sports shoes technology.

"CONVERSE has just learned to talk with Nike."

Silver said.