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Chuck Taylor: Old school is cool again

July 24, 2015Written by George Anderson

There was period of time in the 1970s when wearing Converse All-Star sneakers became decidedly uncool. The sneakers, which were mostly worn in gym classes and on the basketball court, were first replaced by Adidas and then other brands that were lighter, offered more support and lasted longer.

Since being acquired by Nike in 2003, Converse sneakers, often referred to as Chuck Taylors or Chucks, have made a comeback with an expansion of colors that have made them more of a fashion statement than a performance athletic shoe to be used on courts of any kind.

Earlier this week, Converse announced a new version of the classic sneaker, the Chuck Taylor All Star II, with enhancements that address a number of complaints about the product that have hung around for decades.

"We listened and took it to heart that people love their Chucks and want sneakers that are built to enable them to do more," said Richard Copcutt, vice president/general manager of Converse All Star, in a statement. "The Chuck II is the full expression of this consumer obsession, staying true to the DNA of the original."

The new Chucks look pretty much the same as they have forever, but boast changes that include higher quality canvas construction, greater cushioning with Nike's Lunarlon sockliner, a foam padded tongue, and a perforated micro suede liner to allow feet to breathe during hours of wear.

"It is a perfect time to introduce this new shoe," Matt Powell, a sports industry analyst at the NPD Group, told Adweek. "We have seen major advances in lightweight and comfortable materials in the last few years. The original Chuck Taylor is stiff and heavy. This new shoe will improve both weight and comfort."

While Converse is admittedly putting much of its energy behind the Chuck II launch, the company plans to continue to offer the original. The old Chucks retail for around $50 (low-top) to $55 (high-top) while the Chuck IIs will go for $70 (low-top) or $75 (high-top).

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