Does Nike Own Converse?

The short answer is yes, Nike does own Converse. Nike acquired Converse in 2003 for $305 million, two years after Converse filed for bankruptcy. Since then, Nike has revived the Converse brand and turned it into a multi-billion dollar entity. As of 2023, Converse generated $2.43 billion in revenue.

How Did Nike Acquire Converse?

Converse was founded in 1908 by Marquis Mills Converse in Malden, Massachusetts, as the Converse Rubber Shoe Company. The company initially produced winterized rubber-soled shoes and boots, but later switched to making sneakers.

Nike was founded in 1964 by Bill Bowerman and Phil Knight in Beaverton, Oregon, as Blue Ribbon Sports. The company initially operated as a distributor of Japanese running shoes, but later started designing and producing its own footwear. In 1971, the company changed its name to Nike, after the Greek goddess of victory, and adopted the famous swoosh logo.

Converse and Nike had different trajectories in the second half of the 20th century. While Nike grew rapidly and diversified its product portfolio, Converse struggled to compete and maintain its relevance. Converse faced several challenges and Converse also suffered from financial problems, and filed for bankruptcy twice, in 1991 and 2001.

In 2003, Nike saw an opportunity to acquire Converse and add a new dimension to its footwear division. Nike paid $305 million for Converse, which had annual sales of just over $200 million at the time.

Pros and Cons of Nike Owning Converse

The acquisition of Converse by Nike has had both positive and negative effects for both brands. Here are some of the pros and cons of Nike owning Converse:

Pros

• Nike has invested in marketing, distribution, and product development for Converse, and has leveraged its global network and resources to expand Converse’s reach and appeal. Nike has also preserved Converse’s identity and heritage and has allowed Converse to operate as an independent brand within Nike.
• Converse has a strong brand recognition and a distinctive style that appeals to a wide range of customers, especially the younger generation. Converse has also been a cultural symbol for various subcultures, such as rock, punk, grunge, and hip-hop.
• Nike and Converse have collaborated on several products and projects. Nike and Converse have combined their strengths and expertise to create innovative and attractive sneakers, such as the Converse Chuck Taylor All Star x Nike Flyknit, the Converse x Nike SB Zoom Blazer, and the Converse x Nike Air Force 1.
• Nike and Converse have also worked together on campaigns and initiatives, such as the Converse Rubber Tracks, a global music platform that supports emerging artists.

Cons

• Nike has faced some criticism and backlash from Converse fans and purists. Some Converse fans have accused Nike of diluting Converse’s authenticity and originality, and of exploiting Converse’s legacy for profit.
• Some Converse purists have also complained about the changes and modifications that Nike has made to Converse’s products, such as the introduction of new materials, technologies, and designs.
• Nike has encountered some legal and ethical issues with Converse. Nike has been involved in several lawsuits and disputes with Converse’s former owners, suppliers, and competitors, over issues such as trademark infringement, patent violation, and contract breach.

How Have Nike and Converse Influenced Pop Culture?

Nike and Converse have both had a significant impact on pop culture, especially in the fields of sports, music, fashion, and art. Nike and Converse have influenced pop culture in different ways, reflecting their brand identities and personalities.

Nike has sponsored and endorsed some of the most famous and influential athletes in history, such as Michael Jordan, Tiger Woods, Serena Williams, Cristiano Ronaldo, and LeBron James. Nike has also created some of the most iconic and innovative sneakers in history, such as the Air Jordan, the Air Max, and the Air Force 1.

Converse has influenced pop culture through its association with culture and creativity. Converse has been worn and adopted by some of the most influential and iconic musicians, artists, actors, and celebrities in history, such as The Beatles, Kurt Cobain, Andy Warhol, James Dean, and Harry Styles.

Conclusion

Nike does own Converse, and has done so since 2003. Nike acquired Converse for $305 million and has since turned it into a multi-billion dollar brand. Nike and Converse have different histories, identities, products, audiences, and performances, but they also have some similarities and synergies. Nike and Converse have both influenced pop culture in different ways, and have become household names in the footwear industry. If you found this article useful, please share it with your friends and family.