Converse walks through a century

A slipping accident led to the birth of Converse shoes exactly 100 years ago. It was no accident, however, that through much of the past century, the first rubber-soled footwear has firmed its grip as the brand most preferred by legendary basketball players, rock and roll icons and fashion non-conformists.

As the Massachusetts-based shoe company turns a century, a global campaign to commemorate Converse’s achievements – from the basketball courts to garage bands to art studios – has started its run.

“100 years in the shoe industry is a milestone that brings great distinction to our brand. As we take pride in this, we also look on this as our consumers’ recognition of Converse’s dedication to provide durable and stylish products,” says Margie Go, president and CEO of Filcon Manufacturing Corp., the exclusive licensee of Converse in the Philippines for the past 25 years.

The Converse Century campaign, she notes, kicks off with the release of the limited-edition Centennial Collection — over 300 new designs which include new variations on timeless classics and all-new products that blends modern design with Converse originality.

“We are launching edgier creations to hype up the brand. Converse has been on-the-ball as far as putting out designs and setting lifestyle and fashion trends in the market,” Go adds.

With a no-repeat rule in coming out with new designs, she says Converse continues to draw more – and younger – customers to its fold. From the iconic Chuck Taylor All Star model popularized on the basketball court by Hall of Famers Larry Bird, Julius “Dr. J” Erving and Earvin “Magic” Johnson, to the preppy Jack Purcell line of badminton and tennis shoes worn by rock stars, artists, students and fashion trendsetters, the Converse brand became a status symbol across generations.

“Converse promotes individuality, as each design is as unique as the wearer. It’s like having your own personalized shoe. The designs are so simple, so classic, they could fit into any clothing,” Go points out.

To promote the Centennial Collection in the Philippines, Go says Converse has put up an extensive media campaign – TV, radio, newspapers, magazines, websites, giant billboards, lighted boxes, bus wraps, transit ads — as well as the popular 3D Roving Chuck, a giant replica of the flagship Chuck Taylor basketball shoe at the back of a truck, traveling from one event to another.

The marketing program also features exhibits, concert sponsorships and, of course, endorsements by showbiz and basketball celebrities, including entire college varsity teams.

In line with its corporate social responsibility program, Go says Converse has also involved itself in a long-term partnership for Product RED, a global drive to support victims of AIDS, tuberculosis and malaria in Africa. A portion of the sales of RED-labeled shoes is set aside to fund this project, which also involves four international brands (Motorola, Gap, Armani and Apple).

Go adds that sales picked up strongly among its 25 branches nationwide as the Centennial Collection hit the local stores. Aside from the Chucks, JPs and the Dwayne Wade basketball shoe line, the Converse brand also carries clothing apparel (tops, pants, shorts and jackets) and accessories (sports bags, caps, socks, armbands and wristbands).

She adds that by next year, Converse will launch its own version of running and performance shoes, including a specially-designed line for skateboarders.

Interestingly, Converse is now owned by shoe giant Nike, which bought out the company in 2003 for roughly $305 million. The American cultural icon filed for bankruptcy in 2001 following years of struggling sales, as Nike itself dominated the sneaker market.