Strategic Message Planner: White Chuck Taylor Converse

Client: Key Facts

Many names that the iconic shoes are referred to: Chuck Taylor All-Stars, Converse All
Stars, Converses, Chuck Taylors, Chucks, Cons, and All Stars
Developed and produced by Converse, which has been a subsidiary of Nike, Inc. since
2003.
Many professional basketball players wore All Stars. Soon after, All Stars were being worn
by athletes in the Olympics, and during World War II American soldiers began to wear
them while in training. And worn by 90 percent of professional and college basketball
players.
Throughout the years, Converse Chuck Taylor All Stars made a shift from athletic
sportswear to casual footwear. Recently, it has become a more mainstream trend in 20th and
21st century
By 1979 no longer worn by basketball players, they continued to be popular culture and
fashion
In 1923, after Chuck Taylor made improvements to the shoe, Converse decided to
incorporate his name onto the ankle patches that displayed the Converse All Star logo.
In the 1930s Taylor's signature was put into the design, which is how the shoe became
known as the "Chuck Taylor" All Star. In 1957, Converse came out with the low-cut
"Oxford" version of the All Star and soon after started to produce the shoes in multiple
colors and prints.
In 2003, Nike bought Converse brand name for around $305 million. While Converse
dominated the U.S. sneaker market from the 1920s until the 1970s, it began to struggle due
to competition and lack of funds. In the years following, Converse filed for bankruptcy
multiple times and fell into further debt and eventually sold to Nike. Chuck Taylor All Stars
as well as Converse's other shoes began to be manufactured in foreign countries
like China, Vietnam and Indonesia.
In 1949, Keds introduced a new line of sneakers called Pro-Keds, which were designed for
more serious athletic performance. Its main competition was Converse and its popular
Chuck Taylor All-Star basketball shoes
Keds is an American brand of canvas shoes with rubber soles. Founded in 1916, the
company is owned by Wolverine World Wide. The original shoe design, the Champion, was
the first mass-marketed canvas-top "sneaker."
In 1949, Pro-Keds were introduced as a line of sneakers designed for athletic performance.
Designed specifically for basketball players, the original style, the Royal Tread, was
endorsed by George Mikan.
Its main competitors are K-Swiss, Adidas and Vans
K-Swiss was founded in 1966 by two Swiss brothers, entrepreneurs who moved to
California. They created the first all-leather tennis shoe.
Adidas AG is a German multinational corporation that designs and manufactures sports
shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe and the
second biggest in the world.

Vans are unique because you can personally customize them with photos, graphics, color,
or pattern. Also used for a variety of sports: skate boarding, BMX riding, motocross.
Throughout the 1920s and 30s, Taylor played on Converse's team and built the brand
through a public relations campaign which included holding basketball
clinics. Converse added Taylor's name to the shoes 15 years later.

The Chuck II includes comfort with minimal design alteration, and will retail for $20 more
than the traditional design, according to the Converse website. Perhaps the most important
change for consumers is the addition of arch support.

On the Converse.com website, you can order shoes, pick the color and style you want and
see the numerous options. The website also has a link to Nike.

Converse says its popular Chuck Taylor sneakers have many distinctive marks. And it has
taken to the courts to block other companies from selling shoes with a similar look.

International trade commission said that not all parts are protected by trademark.

Converse was one of the first companies to fuel America's obsession with athletic footwear
as a fashion statement, paving the way for shoe companies like Nike, Reebok and Adidas.
Vans designs and sells footwear and apparel for casual wear and for use in activities such as
skateboarding, snowboarding, surfing, bicycle motocross (BMX), and motocross. Vans
merchandise is sold in the US by national chain stores and in skate, surf, and specialty
shops in North America, Europe, and Asia. As part of its marketing strategy, Vans backs
bands through music festivals.
K-Swiss designs and sells running, tennis, and training shoes, including high-performance
footwear for triathletes, for men, women, and children under the K-Swiss and Palladium
brands. K-Swiss also sells sports apparel and accessories. They are famous for the K-Swiss
Classic, the white, all-weather, leather tennis shoe that was introduced in 1966 by K-Swiss'
founders. They are sold worldwide in department and specialty retail stores, as well as
online.
Adidas sells sports shoes, apparel, and equipment sporting its iconic three-stripe logo in
160 countries for athletes, kids, and everyone in between. The #3 sporting goods
manufacturer (behind NIKE and Under Armour) focuses on football, soccer, basketball,
running, and training gear and apparel as well as lifestyle goods.

Product: Key Features

What is the product?

o Athletic and fashion statement shoes
o The All-star logo is the iconic symbol. $50- $55. Red and blue stripe. Rubber toe.
o The logo is recognizable. The feeling gives a physically and emotionally appeal.
Hearing the rubber squeak on the ground as you play. After use, could smell bad.

What is the purpose of the product?

o Originally made to prevent blisters and go along with sweaty gym socks.
o Branded to be a basketball shoe and succeeded. Then throughout the years became a
fashionable/casual shoe.
What is the product made of?
o The shoe was composed of a rubber sole and canvas upper and was designed to be an
elite shoe for the professional basketball league.
o When first created, the Converse All Star had three main stylesa monochromatic shoe
with a black canvas upper and black rubber soles, an all-white shoe with blue and red
trim, and an all- black leather and rubber shoe. It was not until 1949 that Converse
decided to make the toe guard, laces and outer wraps white, which gave the appearance
of the iconic black and white Converse All Stars of today.
o Not a service
Who and what made the product?
o Converse Rubber Shoe Company was created by Marquis Mills Converse in 1908
in Malden, Massachusetts. In 1917, the company designed the All Star. In 1921,
American basketball player Charles "Chuck" Taylor joined a basketball team sponsored
by the Converse Company called The Converse All Stars.
o In 1915 the company began manufacturing vulcanized athletic shoes for tennis and
other sports. vulcanize: The process of heating raw rubber to cure it. This process
creates cross linking inside the rubber compounds bonding it together. Before the rubber
is vulcanized it is stretchable, gummy and very easy to tear. After being vulcanized the
rubber is very tough, stretchable and ready to wear.
o In the Converse vulcanized shoe making process the soft white rubber shoe outsole parts
are attached to the shoe upper before the rubber is heat cured. With the sole parts
attached, the entire shoe must be heated in an vulcanizing oven. The shoe is heated
to over 300F. Sold at converse.com and a variety of shoe stores like Target and WalMart

Target Audience: Demographics and Psychographics

We can see through media programs, ads, etc, that converse are being worn everywhere from
concerts, to parties, to football games. The demographics are about 18-25 years of age and we see
that through social media. Chucks can be worn anywhere for any nearly any occasion, and
Converse needs to highlight that. The brand is not only for anything, but for anyone. Its an
international brand so people of different countries have them. They are for both males and
females and race.
Many of the people I interviewed bought the shoes simply because it was the thing to do. They
were stylish and trendy, and they too wanted to be part of that crowd. Across the board, they were
pleased because converse go with any outfit and thats what they liked. They could wear them with
anything. 100 percent of the people agreed. They go with any outfit, any time of year. There arent
very many shoes that can do that. So they are a great shoe in any circumstance.
Many agreed that they werent the most comfortable shoe, but that they were durable. The
activities that the members of the focus group participated in while wearing these shoes varied. It

included things like hiking, running, fishing, walking and even attending weddings. The shoes can
really go with anything. It is surprising however that they were originally designed to be a
basketball shoe, however, no one bought them for basketball or for any kind of athletic shoes. It
was also surprising to me that for how uncomfortable people thought they were; they are so
popular.
They liked the variety of colors that could be chosen, although most people have white or black.
Some said it was hard to keep them clean, others appreciated that they are durable enough to send
in the washing machine and got clean. This made it possible that they only needed to buy the
product once, because they last forever. All were satisfied with the product.
A few people had an emotional connection. They had these shoes when they were children and it
was fun to have them come back in style and they could purchase them again at an older age.
Parents even felt nostalgic seeing their children in the same shoes they had when they were that
age. That is what is so unique about these shoes, theyre timeless.

Product Benefits

Chuck Taylors are the original design: They bring back that feeling of being on the
basketball court.
They are durable: Youll save money and use them for a long time
Easily washable: You can wear them anywhere and not being worried about them getting
stained
Come in all different colors and 2 different styles: Allows you to pick and choose your
favorites and have them coordinate with outfits.
You can match with many peers because of popularity: Brings a sense of acceptance and
inclusiveness.

Direct Competitors and Brand Images:

Vans, Inc.: The target audience may prefer these shoes because they can be more unique,
pricing may vary, and may want them for their specific activity.
K Swiss: The target audience may want more of an athletic shoe. These are more specially
designed for running, training, high performance.
Adidas: The target audience may prefer this brand and the variety that they provide. They
also sell clothing for athletes and that may be appealing.

Indirect Competitors and Brand Images

Knock of brands or competing shoe branding: they may be cheaper for the look to be
similar enough.
Running Shoes: Although athletic, not the best for long distance running.
Foot doctors: They know these shoes dont have the best support and discourage patients
from purchasing them.

Position Statement

This product provides a fashionable shoe choice for people of all ages. Its simple yet
classic design gives the consumer a throwback feeling while at the same time feeling
confident. Its ability to accommodate any outfit or activity saves time and money.
Although this product can really be for anyone of any age, our target market is 18-25 year
olds. We will advertise to male and females. But mostly for those young people looking for
a hip, classic and timeless look.
This shoe has been around for years and has had very happy and satisfied consumers. It
continues to sell to a variety of people.

Product Brand Image

The product name is recognizable and brings credibility from the former basketball star,
Charles Taylor, part of the All-Star team. Who doesnt want to be an All-star? People
want to wear the name. This white shoe with red and blue stripes, it brings a classic and
sleek look at an affordable price. The style can really change depending on the scenario,
they can be a casual shoe or can be dressed up.
Current brand image:
o Chuck Taylors are purchased for a fashion statement, and many buy them simply
because everyone else has them
Desired brand image:
o If you wear these shoes, it will be like you were back on the court and representing
that all-star logo, whether on the court or with your friends
Brand image challenge:
o We want to give them a good reason to purchase them so they will be brand loyal.
These shoes will never go out of style

The promise

If you purchase these shoes, you wont waste time or money picking out the perfect
footwear. A feeling of confidence comes with every step.

The Big Idea

(Piercing Insight) Everyone struggles to find the perfect shoe for the perfect outfit. We
spend money and time picking out different shoes for all different occasions. We need a
shoe that is wearable anytime and anywhere
(Brand Connection) Chuck Taylor All-stars are the perfect shoe for any occasion. They can
be worn to a casual date, a sports game, or a fancy dinner. Its look is timeless and can be
worn forever. You save money and time because this shoe is always your go-to.
Attention: I want to grab attention with visuals of the shoe. Either a simple photo of the
converse shoe. Or of someone wearing it to show the variety of scenarios. Peak their
interest with a headline, the benefits and zinger. Help them understand the need and they
will have the desire to have the shoe that they are able to wear anywhere to. Have a call to
action at the bottom of the ad to think about their next event and purchase the shoe.

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Let this classic look be your classic shoe.

Make this classic look your classic shoe
You become the all-star, no matter where you are
Be the all-star thats in you
The shoes are in your court
Be an All-star
Hey now, youre an all-star
Chucks are Taylor made for you
Its easy to converse in your Converse
Play the game, wear the shoe
Bring back the player in you
Ready for the game, anytime, anywhere.
Youll be saying, I found the perfect shoe.
Chucks make you wanna do a victory lap

Bibliography
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"Chuck Taylor All-Stars." Wikipedia. Wikimedia Foundation, n.d. Web. 13 Sept. 2016.
"History." Vans USA. N.p., n.d. Web. 13 Sept. 2016.
"How Converse All Stars Are Made: Vulcanized Process - How Shoes Are Made - The Sneaker
Factory." How Shoes Are Made The Sneaker Factory. N.p., 20 Nov. 2015. Web. 13 Sept. 2016.
"Keds (shoes)." Wikipedia. Wikimedia Foundation, n.d. Web. 13 Sept. 2016.
Moore, Thad. "The new Chuck Taylors will actually be comfortable." Washington Post 23 July
2015.Opposing Viewpoints in Context. Web. 13 Sept. 2016.
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"New Marketing Strategies for the Chuck Taylor." Marketing Chucks in Today's World. N.p., n.d.
Web. 13 Sept. 2016.
New York, NY: Skyhorse Pub., 2012, xxix, 258 p.: ill.; 23 cm., English
"Our Story." K-Swiss Story, Classic Tennis Shoes & Sneakers. N.p., n.d. Web. 13 Sept. 2016.