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That’s not hyperbole. Converse rented out a cavernous warehouse for the launch sự kiện, and President and CEO, Jlặng Calhoun, Vice President và General Manager of Converse All Star, Richard Copcutt, & Bryan Cioffi, Vice President and Creative sầu Director of Global Footwear, were all on hvà to address the media. Clearly, the company has a lot riding on this.
The Chuck Taylor is arguably the most iconic sneaker in the world, undergoing an unprecedented evolution in the cultural landscape since its debut in 1917. A popular basketball shoe for much of the 20th Century, somewhere along the way the Chuông xã became a signifier of a certain kind of cool, coveted by rockers, skaters, rappers, & anyone with a rebellious spirit. Messing with such an iconic hàng hóa represented a huge risk for Converse, a fact that was emphasized by the extensive sầu market retìm kiếm that was done before creating the Chuchồng II.
Copcutt, who told us that he got married in his Chucks, said the company spoke lớn “actors, dancers, chefs, designer, graphic artists, graffiti artists, screenwriters, butchers, bakers,” searching for feedbaông chồng on the sneaker’s role in their day-to-day lives. In the over, their mandate became not necessarily lớn upgrade the shoe’s look—which they managed khổng lồ vì, albeit subtly—but instead, to concentrate on how the shoe feels once you put it on. For all its culture cabịt, the Chuck has never been the most comfortable shoe to wear, which the brand acknowledged. With the Chuông xã II, that’s changed.
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After the presentation, which ended with Cioffi detailing the extensive upgrades his team made to lớn the Chuông chồng, every journadanh mục was given their own pair of high tops ahead of the shoe’s July 28 on-sale date. I was curious if Converse would be able lớn justify consumers paying more—$70 for low tops và $75 for high tops—for shoes that look almost identical khổng lồ their predecessors khổng lồ the naked eye, and whose low price tags have sầu always been one of their biggest selling points. Unless you try them on, they probably can’t. But that’s the thing: Once you try them on, it becomes almost instantly clear that with the Chuông chồng II, Converse has accomplished its mission.
I’ve sầu been wearing the Chuông chồng II for three days now—riding my xe đạp in them, walking across Thành Phố New York City in them, writing this article in them. The entire time I"ve been wearing them, I"m surprisingly conscious of the improvements that Cioffi detailed in his presentation. The foam-padded collar & memory foam-padded tongue, the perforated micro-suede lining, & the premium canvas didn’t mean much to me when he laid them all out, but when you wear the shoe, the materials are noticeable. They add up khổng lồ a shoe that feels more fortified, substantial, và intricate.
But lượt thích Cioffi said, that wasn’t enough. The Chuck II needed what he referred lớn as a "game changer." I was skeptical when Cioffi said those words, thinking that after he spent 20 minutes detailing the Chuông chồng II’s features, there was no way there was still room for a so-called game changer. But khổng lồ ensure they got what they were after, Converse reached out to lớn their parent company, Nike, which has owned the brand since 2003. Basically the NASA of sneaker technology, Nike created a Lunarlon sockliner for the Chuck II that was meant lớn solve sầu the original Chucks" problem of hurting the soles & heels of your feet after extensive wear. Basically, you can now wear a Chuông xã with a foamy cushion for your feet, and it makes all the difference.
All of this adds up to lớn an uncanny sensation of familiarity mixed with estrangement. When you look down at your feet, you see what looks like a classic Chuchồng. Yes, the iconic patch is embroidered now instead of painted on, và the overall look is more streamlined, but it’s still instantly recognizable as a Chuchồng Taylor, which was always Converse’s intention. But it doesn’t feel like a Chuchồng Taylor—also Converse’s intention. In that sense, they’ve accomplished what they set out lớn bởi.