CONVERSE: Playing The Green Card! Make Shoes With Plastic Bottles, Jeans Or Cotton Canvas.

Recently, CONVERSE announced the launch of the "Renew series", which is made of recyclable garbage. This series of three products, made from recycled plastic bottles, recycled jeans and recycled canvas, is still in use of classic Chuck Taylor All Star and Chuck 70.

In July 5th, Co was produced by recycling waste plastic bottles and then producing polyester fibers. Nverse Renew Canvas took the lead. In the official flagship store of CONVERSE Taobao, Chuck 70 has 3 colors, priced 569 yuan and 539 yuan respectively according to high and low prices, of which the most popular one is butter and green, and third days after being released, it is sold out. The Chuck Taylor series has introduced 7 colors, ranging from 269 yuan to 439 yuan.

CONVERSE new series Renew Canvas, Denim, Cotton

The fabric of the environmental protection Chuck70 feels slightly harder than the CONVERSE canvas shoes, but the upper foot feels no different from other products, but the sole is thickened, and it is more flexible on the floor.

In the shops of these counters, the environmental shoes are not only sold on the "new product" logo, but also with other new brands. If customers do not ask questions, the clerk will not take the initiative to introduce the situation.

Recycling of waste plastic bottles converted into Renew Canvas

In 2003, when CONVERSE was bought by Nike for $305 million, it gradually weakened the label of basketball and professional sports, and the main trend was fashion. But in recent years, with the rapid growth of similar products on the market, such as Vans, Puma and other brands, the CONVERSE Chuck Taylor All Star, which relies too much on classic canvas shoes, has seen a decline in performance since 2016.

According to the survey conducted by the data analysis platform EngagementLabs in August last year on 6736 "Z generation" offline conversations, compared to five years ago, the number of people concerned in CONVERSE's youth group dropped by 18% over the same period last year.

In the 2018 fiscal year ending May 31, 2018, CONVERSE's revenue was $1 billion 886 million, down 8% from the same period last year, and the pre tax profit of $310 million, a 35% decrease from the same period last year. In 2019, although CONVERSE's revenue grew 3%, to $1 billion 900 million, its pre tax profit fell 2% to $303 million. It is worth mentioning that in the 2019 fiscal year, CONVERSE's double-digit growth in Asian market revenue, but the European and American market is still bleak, in a state of declining revenue.

For an American brand with a history of more than 100 years, environmental protection is also the flagship label at the very beginning of its establishment. This CONVERSE has made a lot of fuss about classic shoes. It not only continues the usual line of feeling, but also aims at catching the environmental vent which is becoming more and more popular now.

According to the annual global consumer survey conducted by Accenture Strategy, nearly 2/3 of consumers want a brand product or service to adhere to a consistent position, such as healthy living habits, sustainable resources, and pure handwork. Compared with product designs that promote social progress, they are more attractive. The latest survey by Nosto, an e-commerce service and marketing platform, shows that 73% of respondents want the brand to use recyclable materials.

Before CONVERSE, many sports brands launched environmental shoes: Puma launched a biodegradable and recyclable product mix InCycle in 2013; Adidas launched the sports shoes Adidas Ultraboost Uncaged Parley made of marine plastic waste in 2015; Nike also developed a new type of recycled leather material Flyleather in 2017, and applied it to some shoes.

But from a practical point of view, it is difficult to achieve environmental protection shoes from concept to large-scale market.