Like many sequels, the Chuck Taylor II was kind of a letdown.
With a lot of fanfare last July, Converse released a more expensive version of the classic Chuck Taylor, the first major overhaul of the world’s most iconic and best-selling sneaker. The big pitch was a more comfortable shoe, with Nike’s patented bouncy foam in the soles, and a slick new look.
After more than a year, the upgrade has been a flop. Converse couldn’t make a persuasive case for the price, and demand for the shoe has fallen short of expectations, according to people familiar with sales figures. Converse sales overall have slid 1.4 percent to $1.96 billion –after averaging 15 percent growth the past four years.
As demand for the Chuck Taylor II weakened, Nike announced in April that longtime executive Davide Grasso would replace Jim Calhoun as chief executive officer of Converse.
A spokeswoman for Converse declined to comment.
Chuck Taylors, which began a century ago as cutting-edge basketball sneakers, have in the last 40 years become a rare fashion staple that cut across age, race, gender and subculture. Actors and musicians as diverse as Winona Ryder, Bruce Hornsby, Joey Ramone and Justin Bieber and Kesha have all been photographed in Chucks.
The popularity has been a boon to Nike. Before Nike acquired the brand in 2003, annual sales were around $200 million. Today, they’re close to $2 billion.
