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Chucks were invented in 1917, and named after Charles “Chuck” Taylor, a basketball player, coach, and salesman who traveled the country evangelizing the game and selling the shoes. The 1920s through 1970s were Chucks’ glory days. But the 1970s brought new competition from Nike, Reebok, and Adidas, and Converse ceded territory as a performance shoe. After losing their footing in basketball, the brand floundered. And despite its strong ties to the counterculture movement – it was the shoe of choice for bands like Nirvana, The Pixies, The Ramones – Chucks never fully capitalized on the phenomenon. Converse declared bankruptcy in 2001.

Then the tide turned. The company, under new leadership, concentrated on rebuilding its brand name and focusing on what made Chucks so successful: simplicity and authenticity. Converse re-established timeless bestsellers with updates. They designed new streetwise models that retained the original style. They brought the brand’s focus back to basketball with NBA endorser and superstar-to-be Dwyane Wade. They also started to embrace the counterculture movements that had been embracing them. The result? Converse and Chucks came back as sales tripled over the first three years after Converse’s reorganization. Today Converse continues to cultivate its edgy rebel status by partnering with up-and-coming designers and bleeding-edge hip-hoppers and rockers. Sales continue to increase each year.

Part of what made Chucks so successful is they connect with timeless values. Putting on a Chuck, young people feel a sense of authenticity; they are part of something real because the shoe is old-school cool. Chucks also convey a message of freedom: freedom from the work world and freedom of expression. Chucks’ design hasn’t changed much since 1917, symbolizing simplicity of design and straightforward comfort. Chucks tap into membership: wearing a pair makes you part of a group. Perhaps most importantly, Chucks foster a sense of personal identity: there are many different colors and styles to choose from to express yourself. If you want to make a political statement, try Democracy Chucks; if you love music, try hip-hop producer Pharrell Williams Chucks; you can even go online at Discount Chucks or Retro Shoes to find the perfect pair. The variety and carefree image of Chucks make them fun to wear. Chucks tap into timeless values: They are the soles of a century.

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