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Converse© Chuck Taylor® All

Star®: An Avatar Going
Philanthropic?
Brenna Auker
Dr. Beate Gilliar
Manchester College Student Research Symposium
2010
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Converse© Chuck Taylor® All Star®: An Avatar Going Philanthropic?

Orlando Bloom wears them. Nick Wheeler, Ashley Olsen, Lindsey Lohan, Natalie

Portman, Nicole Ritchie, and Yousra Kommona all are bearers of one trend item that walks the

globe: Converse© Chuck Taylor® All Stars® shoes. A shoe with humble beginnings rarely

makes a mark in history. This footwear, however, has changed the staple of how Americans view

a sporting shoe today. The secret to this success lies in the history of the Converse All Star: the

way the company promotes individuality; how the shoe has become a fashion and art statement

across the globe, and, foremost how this foot hugger markets a political stance by marketing a

mission reaching all social classes while establishing global connections.

The original founder, Marquis Mills Converse, decided to open a rubber factory in

Malden, Massachusetts in 1908 and called it Converse Rubber Company. His vision was to

provide cheap but good quality shoes. The company’s catalog in 1918 reads: “Our company was

organized in 1908 fully believing that there was an earnest demand from the retail shoe dealer for

a rubber shoe company that would be independent enough not to follow every other company in

everything they do” (www.Converse.com). His mission has been kept alive to this day: Converse

All Stars are nothing like any other shoe brand.

In 1918, at the end of World War I, Chuck Taylor was starting his basketball career which

was, however, short lived. He would have a bigger impact selling shoes to the NBA rather than

playing for them. When he ended his basketball career, he went to the Converse Rubber Shoe

Company in Chicago. Speculation surrounds the reason for the former basketball pro to literally

appear at the factory. It is speculated that Chuck Taylor’s involvement with the shoe was sparked

by his continued love for basketball which inspired him to improve and sell the shoe. By 1923,

Chuck Taylor redesigned the Converse and the sneaker assumed the new title, named after its
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creator, Chuck Taylor® All Star®. The All Star shoes established their mark in history as a high-

top shoe with black and white markings and rubber soles. By the 1960s, All Stars became the

official shoe of the National Basketball League. Chuck Taylor All Stars did not survive in the

NBA very long after their founder’s death in 1968. The popularity of the shoe fell into a steady

decline. By the 1980's, All Stars were no longer used in the NBA, but rather became the shoe of

the bands featured in the Rolling Stone Magazine (Leibowitz 26).

The All Stars production line, which was originally located in Lumberton, North

Carolina; did not stay in the nation for very long. March 31, 2001 marked the last day for the

Converse production in The United States of America. The Converse was moved to Asia for

cheaper labor. All Stars lost their signature title “Made in U.S.A.” which the Converse Company

had sported in their 75th anniversary in 1992. The company owner of Converse, William Simon,

commented on the moving of the off shore push: “In the ideal world if Converse could have left

one or two U.S. production lines around for the charm of it, that would have been nice. But the

consumer doesn't care” (Leibowitz 26).

Converse is no longer made in the U.S. and is no longer the only country to wear the

shoe. The company has been branching out ever since the United States became an important

force in the global economy. Today, Converse has established global connections and can be

found in at least fifteen countries: the Greater Balkans, France, Germany, Hungary, Benelux,

Spain, Czech Republic, Mexico, Argentina, South Korea, Singapore, Australia, and South Africa.

All Stars, in their marketing strategies, are very diverse and country sensitive in how they try to

reach their international clientele. The company has even gone as far as to make a blog for their

international buyers, inviting them to post pictures, write about their experiences while wearing

their shoes and other customer feedback. Users of the converse blogs have spread internationally,
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most notably, it appears that people whose lives revolve around music share their comments. In

an entry from Singapore, the writer Lennat Mark posts “Music, like art, is about expression. It’s

about holding a belief so strong that we can create something out of nothing that allows us to

connect and relate to each other.” Converse knows their target buyers, and it is no longer to the

basketball players. The blog’s URL even shows how committed the company has become to their

international fans, aptly naming it lyrics.converse.com. This blog not only lets the international

community share their style on how they wear and use All Stars, but allows American readers to

understand how music connects all buyers of Converse. The blog allows the individuality to

sound through by allowing users to post stories as well as pictures. In every picture is someone

wearing their favorite shoe, Converse All Stars. Converse is no longer the shoe just for America:

it has become the shoe for the world.

The original All Star Converse of 1923, in only black and white, comes in over a

thousand different styles today. In 2005, the company launched Converse One, which allowed

users to create their own shoe (White16). With the creation of Converse One, the year 2005

marked the peak of the shoe's popularity. Up until this point, no other shoe company allowed

users to create their dream shoe at a set price, for a pair of Converse All Star Hi Tops, the client

designer only has to pay $62. Renee White, a writer for New York Amsterdam confirms,

“Expressing yourself through what you wear is one of the fun ways to show your individuality”

(16). When Converse One launched, the program showed the users a shoe that can express who

they are, and no one has to compromise. Every year, school dress codes seem to shrink the

possible clothing options kids can wear. Along with budget cuts, the art classes in schools are

disappearing. By teaching kids at a young age that being themselves is perfectly alright, we

promote a diverse world of vibrant colors. The greatest ideas come from people who know who
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they are and are creative. Even college professors sport the artful and physical usefulness of

Converse All Stars. Professor Ejenobo Oke (Art) and Professor Christer Watson (Physics), of

Manchester College both wear these sneakers. Professor Oke, who has been wearing her shoes

since 2000, says she wears them because they are simple in the fact that their design has not

changed to make the shoe perform better. The fact that the shoe can easily be repaired by the use

of duct tape does not hurt her feelings toward the shoe. When normal shoes fall apart, the wearer

has to part with their shoe, but not with Converse. When the shoe starts to fall apart, with the use

of duct tape, the shoe is able to be worn until there is nothing left. Professor Watson says “I have

been wearing Converse since about 8th grade. I wear them because I really like the colors, I like

the light weight of the canvas and they are a bit of a signature shoe that is memorable.”

A year after Converse hit their peak, they confirmed: individuality is what the company

and the consumers desire. In 2006 they held a competition; All Converse fans were challenged to

make a twenty eight second commercial and the winner's commercial would be aired on MTV, a

popular TV channel for teenagers (Morrissey 16). By allowing the company's fans to create

commercials confirmed the company’s ties with their buyers, and created a surge of popularity

among new and existing fans of their shoe. If 2005 was the peak of Converse, then 2003 would

have been the start of an upward climb. This was a result of a deal in July 2003 which many

stock brokers saw as “The Swoosh is swallowing Chuck Taylor.” Nike bought the Converse

trademark despite the companies’ design differences. Nike, the ultimate sports brand, competed

with Converse, which was associated with the anti-establishment group, referred to as “grunge.”

An example of how Converse is different from Nike was illustrated by Kurt Cobain, the late lead

singer of the band Nirvana. Kurt Cobain shot himself with a shotgun, while he was wearing his

pair of Converse.
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When Nike bought Converse, stock brokers assumed that Nike was going to require

Chuck Taylors to have the signature “swoosh” on the product. The "swoosh" is used to unify

Nike, so, when a consumer goes out and notices that the item has the "swoosh" they know

immediately that the product belongs to Nike. However, Nike would soon be singing a different

tune when they decided to buy the All Star name. When Nike decided not to interfere with

Converse, stock brokers, again, were shocked. Converse would be owned by Nike, but that

would be as far as the company would go. Nike gave Converse the ability to maintain their

original operating style. By Nike compromising, Converse would not be required to have the

Nike "swoosh" on their shoes.

Converse was given an open door to continue operating. The company soon started a

program called “A Day of Peace.” Converse also launched new shoe designs. One designer

happened to be Yoko Ono with art work done by John Lennon (Wong 39), her late husband and a

former Beatles singer. Throughout his entire career and beyond his murder on December 8, 1980,

John Lennon’s legacy has been peace. Yoko Ono, after her husband's murder, continues to be

one of the strongest advocates for peace. She collected drawings by her husband, and, when

Converse held “A Day of Peace,” on August 12, 2004, she presented her own designs along with

her husband's drawings. By taking a stand for peace, Converse displayed their political

identification. The company saw that peace was on the minds of the American people. At a time

when the United States was at war with Iraq, people were tired of empty promises from President

Bush. Where was Osama bin Laden? Was he even in Iraq? For Converse to take a stand for peace

was a risky, but profitable move. Either Converse fans would love or hate the idea of peace

promotion. Consumers loved the production, and to this day, finding the limited edition Converse

Peace shoe with art work by John Lennon is difficult. “A Day of Peace” turned out to be one the
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best marketing strategies by the company.

These “Peace” shoes were unlike anything Converse had released in the past. The shoes

showcased John Lennon’s image on the side of the shoe with his most famous lyrics printed

alongside his profile; “Imagine all the people living life in peace” (Brook). This was not a one

day event, but “The shoe will be offered each year…until world peace is achieved” (Reyes 3). A

portion of the profits would be donated to local charities whose goal is world peace. Converse

held a special program in Times Square in 2004 to signify the launch of this new program. This

program had Mos Def and Youth for a Purpose Choir from New Jersey perform a remake of John

Lennon’s “Imagine.” Converse also had ten thousand white balloons released as the choir and

Mos Def sang. The releasing of the white balloons marked a key anniversary for Yoko Ono and

her husband. On July 1, 1968, the couple held their own “Day of Peace” in London. John Lennon

held his first art exhibit. He wanted to impress the woman of his heart Yoko Ono and in her

honor, he cut the ribbons of three hundred sixty five white balloons (Tillery 92). Each balloon

stood for one day of peace and today their dream is being revived (Damaso). Years thereafter

they married, and became one of the most famous couples to support world peace and art.

Every company knows that they are going to make enemies, whether it be the consumers

or other companies. Nike was no exception. Consumers were angry that Nike bought Converse,

and when Converse was left alone, they set out to transform Nike haters into Nike fans. "A Day

of Peace" was a political move as well as an economical performance. By showing consumers

that Nike did not control Converse, people started to accept Nike, not as a company that

destroyed a competitor, but as one that supported a noble cause. In an article by Alex Wong,

“Nike: Just Don’t Do It,” summarizes that Nike should continue to take a hands off approach

with any company that they buy: As the Beatles sang “Let It Be”(39). Let the companies
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maintain their integrity.

Converse is not only lobbing for peace, but for the elimination of AIDS in Africa as well.

Starting in 2006, Converse partnered with a company, (RED)™, which stands up for the

eradication of AIDS in Africa. In 2008, Converse released their newest shoe line for this special

cause, 1HUND(RED). 1HUND(RED) means one hundred musical artists commissioned for

them to be on a shoe. Of every shoe sale, five to fifteen percent of profits go to (RED)™.

Another way that Converse advances philanthropic endeavors is by making a new collection of

shoes, the African Canvas Collection, where the canvas of the All Star shoe is produced in

Africa. Converse is not stopping there. They are using Converse One as another means to support

(RED)™. When the user is asked what type of shoe they would like to make, an option comes up

asks the user if they want to make their shoe a Converse (PRODUCT) RED, at no extra fee. The

difference between non-RED and RED shoes is an eyelet. On the (PRODUCT) RED sneakers,

the first eyelet is red, symbolizing the color used to show support for AIDS (JoinRed.com).

Imagine being at a concert for the All-American Rejects, or any other alternative rock

concert: the band's shoes will most likely be Converse. Nick Wheeler, of The All-American

Rejects, wrote a short article in Rolling Stone in 2003 and claimed Chuck Taylor shoes were his

favorite brand and that “I’ll never wear anything else”(114). Why did he love these shoes? He

stated he once saw a music video of Thin Lizzy's and the singer wore Chuck Taylor shoes. Ever

since that moment he decided he wanted to wear Chuck Taylor just like the singer he had seen

(114). Thin Lizzy’s and The All-American Rejects are not the only bands to wear All Stars.

Countless other bands have worn, and still wear, All Stars on stage and in their private lives. In

Brandweek magazine, Simon Sinek writes how Chuck Taylor shoes have become the social icon

for the misfits, starving artists, and the all-around rebels (28). When celebrities and the average
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American both can wear the same shoe brands, it becomes a social equalizer, and people can

connect to the celebrities they adore. They are able, in a sense, to “walk in their shoes.” If you

cannot be a celebrity, you can at least wear the same shoe brand as they do: Chuck Taylor All

Stars.

Converse have not always been the shoe for athletes, rebels, or bands. These shoes once

outfitted the brave soldiers during World War II. Soldiers were going through basic camp,

trained in All Stars. The All Star factories “shifted production to the manufacture of footwear,

apparel, boots, parkas, rubber protective suits, and ponchos” (Converse.com). Employees created

“Victory Gardens” and sent letter to troops overseas while World War II was underway. The

Converse website states that the company “sponsored scrap rubber collections, the War Saving

Bond Tour, and Red Cross blood drives.” Converse soon became the supplier of footwear for the

government. Soldiers were soon wearing their government issued Chuck Taylors to training

every day. The shoes contributed to “military training and morale.” Converse received a

multitude of honors as well as breaking war goods production records (Converse.com), making

their impact in the military and in the American hearts during this troubled time in history. All

Stars are a part of our patriotic history and will forever more remain this way because of their

dedication to the American troops in 1942. All Stars connects in war times - even now.

For obvious reasons, All Star shoes have not been available for purchase in Iraq. Yousra

Kommona, a first year student from Baghdad and Computer Science major at Manchester

College, owns seven pairs of Converse All Stars. Acquiring her first pair of All Stars was not

easy. Yousra remembers how her friend had a brother who worked with the U.S. troops in Iraq.

When she found out that Converse would send their shoes to U.S. bases, a plan was formed.

Yousra would send money and the URL of the pair of shoes she wanted to her friend so she could
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make sure it was given to the U.S. soldier. He bought the shoes and had them sent to the base. A

month and a half later, Yousra had her own pair of Converse. She marked that date on her

calendar back in her home in Iraq. Today, if Yousra wanted to buy All Star shoes in her

homeland, she would not be able to do so. In order to protect his family from death threats, her

friend’s brother had to discontinue working for the U.S. troops. Due to this disconnect, Converse

must remain discontinued in the country where the U.S. is fighting our current war.

Black, white, and rubber: The three markings that make a Converse a Converse. Today

there are a multitude of different designs for the shoe, ranging in colors to zebra stripes, all the

way to printed text. Chuck Taylor Converse has become a popular shoe because the company

promotes individuality, takes a political stand for peace, and has become a social equalizer. From

Joshua Mueller, world record owner of 680 pairs of Converse to Whitney Witkowski Baughman,

who lives on a military base in Japan, and only owns one single Converse All Star shoe,

Converse connects a worldwide infatuation with a shoe that has traversed the globe. Has

Converse© Chuck Taylor® All Stars® gone philanthropic? Most definitely: this very simple

shoe has proven endurance to stay and travel around to continue its mark as a social and political

icon. Converse may serve as the most grounded zeitgeist icon for all ages reminding us: be

yourself, cherish the music, and help others.

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Works Cited

Brook, Stephen. "Peace of the action." MediaGuarduan 24 Aug. 2004: 17+. Print.

Converse - Chuck Taylor, Jack Purcell, Basketball Shoes, Design Your Own Converse Shoes.
Web. 13 Feb. 2010. <http://Converse.Com>.

"Converse All Star Shoes Guinness World Records |." Online Shoes Stores - Fashion : Shoes You
Ever Wanted. Web. 21 Mar. 2010. <http://www.shoeshoeonline.com/converse-all-star-
shoes-guinness-world-records>.

Fight Aids In Africa, Aids Awareness - JoinRED Fight Aids. Web. 21 Mar. 2010.
<http://www.joinred.com/>.

Kommona, Yousra. Personal interview. 15 Mar. 2010.

Leibowitz, Ed. "Old Sneakers Never Die." Smithsinian 2001: 26. Print.

Morriessey, Brain. "Converse, MasterCard Tap Masses for Advertising Ideas." Brandweek 2006:
16. Print.

Oke, Ejenobo R. "Only Two Questions." Message to the author. 8 Mar. 2010. E-mail.

Reyes, Damaso. "World Day of Peace celebrated in NYC." New York Amsterdam 2004: 37+
Print.

Sinek, Simon. "Too Cool for School, Dude." Brandweek 28 July 2008: 28. Print.

Tillery, Gary. The Cynical Idealist: a Spiritual Biography of John Lennon. Wheaton, Ill.: Quest,
2009. Print.

Watson, Christer. "Only Two Questions." Message to the author. 7 Mar. 2010. E-mail.

Web log comment. Converse. Converse All Star. Web. 15 Feb. 2010.
<http://lyrics.converse.com>.

Wheeler, Nick. "Conver All Stars." Rolling Stone 2003: 114. Print.

White, Renee M. "Converse: Wear then your way." New York Amsterdam 2005: 16. Print.

Wong, Alex. "Nike: Just Don't Do It." Newsweek 2004: 39. Print.