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Converse’s Chuck Taylor: Future Growth of a Retro Brand

Lookup NU author(s): Dr Saurabh BhattacharyaORCiD


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The case deals with one of the most iconic retro brands in the world of sneakers –Chuck Taylor All Star, which was first developed by Converse in 1917. Converse,which at one time was the market leader in sport shoes, received a setback in marketshare in the 1970s with competition from new players in the athletic shoe market suchas Nike. Converse’s Chuck Taylor All Star sneaker was a unique brand in thatconsumers used it for casual wear despite its being marketed as an athletic shoe.Nike recognized the brand potential of Converse, specifically the Chuck Taylorsneaker, and acquired the company in 2003. Through the use of unique marketinginitiatives, such as music sponsorships and the engagement of fans and consumersover social media, Nike revived the brand. However, when a new variant of theConverse sneaker was launched in 2015, it was not well accepted by consumers. Thiscase discusses the possible growth strategies for the Chuck Taylor All Star sneakers,when competition in the sneaker market was growing and consumers were notresponding positively to new innovations in Chuck Taylor All Star sneaker designs.

Publication metadata

Author(s): Agnihotri A, Bhattacharya S

Publication type: Online Publication

Publication status: Published

Series Title: Sage Business Cases

Year: 2018

Acceptance date: 02/01/2018

Publisher: Sage Publications Ltd

Place Published: London, UK


DOI: 10.4135/9781526431806