To celebrate its centennial, Converse Inc. has popped open the archives to reissue some classic sneakers, while giving new twists to its older styles. The unit of Nike was founded in 1908 as the
Converse Rubber Shoe Co. will tout its centennary with a new Century footwear collection, advertising and Web site that tell the stories of some of those who have elevated its status over the years.
For instance, a new global advertising campaign for its Chuck Taylor All Star sneakers touts their connection to pop-culture icons in sports, music, fashion and art since their
introduction in 1917. Tagged "Connectivity," it launches in 75 countries this month and will hit the U.S. later this year. Among the new Century offerings: Black Fives sneakers that are a nod to the
first professional African-American basketball teams in that once-segregated world. Also set for reissue is the Pro Leather 1976 high-top worn by Julius "Dr. J" Erving in the days of short basketball
shorts and tall socks.
"Over the past 30 years, it kind of evolved to more of a bulked up, beefed up shoe," says Molly Carter, director of sports communications for Converse. And now, "it's
being reissued in its original form both technically and aesthetically."
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