Dive Brief:
- Converse is introducing an updated version of its ubiquitous Chuck Taylor All Star sneaker that incorporates consumers’ feedback for improvements.
- The Chuck Taylor All Star II retains the original’s canvas-and-rubber construction, adding cushioning, arch support and a microsuede liner that helps the shoe breathe.
- Converse will support the launch with a new campaign and continue to promote the flagship Chuck line with ads targeting the creative community.
Dive Insight:
Converse has tweaked the iconic Chuck Taylor sneaker, introducing a new line that retains the styling of the original shoe while adding comfort. Responding to consumer feedback, the Chuck II offers added padding and arch support, as well as a breathable liner.
A Nike brand, Converse began teasing Chuck IIs last month with ads displaying only Roman numerals. Tagged “Ready for More,” the campaign supporting the Chuck II launch will emphasize the creatives who helped make the flagship kick popular, running alongside the existing “Made by You” campaign for original Chucks.
There’s likely room in the market for two lines of Chucks, analysts say. While the lifestyle/fashion athletic shoe category is currently doing well, competitors Adidas, Reebok, and New Balance have recently launched campaigns emphasizing their brands’ prowess in fitness and competition.