A few years ago, Boston-based Converse, one of the most iconic brands in existence today, underwent the first-ever remodel of its Chuck Taylor shoe, simply known as Chucks, in nearly a century. The Converse Chuck All Star II is the company's effort to bring the sneaker into the next century with a more high-tech version. With a focus on comfort, the changes include a new outer made from Tencel canvas, a more sustainable natural fiber, and higher-tech shock absorption for the foot bed. There is foam padding at the ankle, tongues are padded, and micro-suede liners can be found along the sides of the interior. The shoe has Lunarlon sock-liner technology for cushioning and arch support, which is used in some Nike shoes.

On the brink of bankruptcy, Converse was purchased by Nike in 2003 and remains the only brand in Nike's lineup without the legendary swoosh. However, what makes the shoe particularly unique is its simple retro look and feel. The company's chief marketing officer says the brand's universal appeal and retro look explains why the company reportedly sells more than 100 million pairs of its shoes annually, making it the best-selling basketball shoe of all time. Converse has also maintained a countercultural appeal by dropping its all-American image of an on-court shoe in favor of attracting a newer, Millennial audience.

There is good news for those unable to adapt to the shoe's changes. Converse will continue to sell the old version right alongside its updated counterpart, both of which will maintain a retro coolness.

Questions for Critical Thinking 

1. Where are Converse shoes in their product life cycle? Explain.

2. The premium models will more closely resemble and take a page from the playbook of its parent company, Nike. How will this impact customer perception of a shoe that has traditionally been a retro favorite across several generations?