After channeling Kurt Cobain, whats next for Converse?
Our product strategy is to celebrate the ‘then’, leverage for the market now, and frame the future with a full range of products. The idea is to curate iconic figures from the past who adopted the brand, as well as those who wear them now from the worlds of music, politics, fashion, and sports. For example, the Kennedy family wore them playing football, and so did Jackson Pollock and Keith Haring. Barack Obama was recently seen wearing Converse Product (Red). I can’t say who might be chosen, but what we want to do is to create products, ideas, and consumer messages around certain figures, playing on what these people have accomplished and why they might have chosen Converse. We’ll also work with young athletes like Dwayne Wade, who pushes our performance line; that’s the future of Converse. How does that differ from the brand strategy before Converse was acquired by Nike? The brand was being watered down and cheapened. They came out with Chuck Taylor models that didn’t capture the esse
