As brand architects, Spiro & Associates loves a good branding story.

This one comes from one of the most iconic and legendary footwear brands, Converse Inc., which is pumping up the volume after so many years with a new sneaker that incorporates premium materials and innovative technology for the utmost in comfort. A premium execution by all takes.

Meet Chuck II

Just last week, Converse debuted its new Chuck Taylor All Star II. If you did not own an original All Star, maybe your dad or granddad did. It has been a prominent part of many peoples’ wardrobes, from musicians, celebrities, artists and other creative types, to “regular people.”

Converse is moved the brand forward dipping into wells of creativity, touting its Chuck II as “not just a new sneaker, but a completely new way of thinking.”

We love everything about this brand dialing up this new shoe:

  • Classic white foxing and rubber toe cap.
  • The embroidered All Star patch on the ox model’s non-slip gusseted tongue makes an impressive statement. The high-top version still has the patch on the side.
  • Its micro-suede liner is perforated so your footsies can breathe a little easier.
  • Monochrome matte eyelets make a fashion statement
  • The premium canvas uppers make for a lasting and reliable wear over time.

Looks like the Boston-based manufacturer, a subsidiary of NIKE, pretty much obsessed over the whole thing. And rightfully so. They did not want to alienate die-hard fans but still wanted a new take on its built-in genetic code.

Nearly 100 Years Without a Makeover

To give this salute some context, you have to remember the Chuck Taylor All Star has been around more than a lifetime — it hit the market in 1917.

Not much had changed over the years because the shoe makes such a statement as is. There likely was no reason to mess with success.

But since All Star wearers are, well all stars, Converse took note and painfully considered how to up the ante for a brand that people wear like a badge of self-expression and imagination.

The brand evolution of the cherished All Star original is basically a refresh or a reboot, with material enrichment that quite purposefully does not stray from the time-honored tradition of its look and feel. That could have been disaster for a shoe that is instantly recognizable the world over.

It’s been 98 years since Converse tweaked Chuck – affectionately known by many as “Cons” – proving once again it’s never too late to dream up something fantastically new whether for your business, product, service or brand.