How a rubber shoe company survived bankruptcy to become a global cultural icon
Founded in 1908, Converse evolved from a modest rubber manufacturer into a dominant force in basketball, only to face near-total collapse by the turn of the millennium. Today, as a subsidiary of Nike, it balances its heritage as a casual fashion staple with high-stakes legal battles and modern performance innovation.
Marquis Mills Converse launched the Converse Rubber Shoe Company in Malden, Massachusetts, in 1908. While initially focused on winterized footwear and tires, the brand pivoted to basketball in 1916. The introduction of the All-Star in 1917, followed by the hiring of player Chuck Taylor in 1922, cemented the brand's identity. Taylor’s signature was added to the iconic ankle patch in 1932, a design choice that helped the shoe become a cultural fixture, appearing in over 650 films and worn by figures ranging from Wilt Chamberlain to the Tenth Doctor.
Despite its early success, the company struggled with financial instability, filing for bankruptcy in 1929 and again in 2001. During the 1970s, Converse lost its monopoly on the athletic market as competitors like Nike and Adidas surged. By 2001, the brand's U.S. manufacturing plants closed, and it was eventually acquired by Nike in 2003 for US$309 million. This acquisition marked a turning point, allowing the brand to integrate contemporary technology into its classic silhouettes, such as the 2015 release of the Chuck Taylor II.
The brand's history is also defined by aggressive legal efforts to protect its design. In 2014, Converse sued 30 companies for infringing on its midsole and toe cap trademarks. While the International Trade Commission initially invalidated some of these claims in 2016, subsequent appeals and remands highlighted the complexity of protecting trade dress. Beyond the courtroom, Converse has maintained relevance through collaborations with figures like Charli XCX and its skateboarding program, which launched in 2009. In 2023, the brand reported US$2.4 billion in revenue, proving its enduring appeal as a casual accessory.
Recent years have seen the brand navigate both growth and controversy. In 2025, leadership shifted as Aaron Cain became president and CEO. Simultaneously, the brand faced public backlash in 2026 over ad campaigns that were perceived to evoke sensitive imagery, leading to swift apologies and the removal of the content. These events underscore the challenges of maintaining a global brand that must balance deep-rooted heritage with the scrutiny of modern social media.
Source: Converse (brand)
