Who are "making rich" sneakers?

Lift the sneakers, you can’t get around

　　According to the latest financial report, the revenue growth of its footwear and Converse both hit new highs in recent years. Among them, Vans' global sales increased by 110% year-on-year, the Americas increased by 146% year-on-year; Europe, the Middle East and Africa increased by 148% year-on-year, and the Asia-Pacific region increased by 392% year-on-year.

　　 In a sense, behind the rapid growth of Vans and Converse is the rise of the niche culture of trendy shoes: street teenagers who catch up with fashion will choose Converse; young skateboarders who are obsessed with extreme sports will pay for Vans. Interestingly, Converse and Vans, who were also labeled as "tide brand", also faced bankruptcy. Based on this, this article will focus on these two brands and explore how sneakers find the secrets of secondary growth.

　　01 Why did Converse fall?

　　 Let me talk about an unpopular knowledge, the first to conquer the NBA footwear brand, not Nike, but Converse.

　　 Converse, which started in 1908, was not a sports brand in the first place. The shoe styles produced by the Converse factory are varied, including work shoes, water shoes, sports shoes, and even car tires. The reason why Converse cut into professional sports shoes is that the first Converse ALL STAR canvas sneakers became popular. Today, this shoe is still Converse's main product.

As for the popularity of Converse ALL STAR, it is mainly due to the love of NBA *** Chuck Taylor. He was hired as a salesperson of ALL STAR in 1921, and according to basketball requirements and personal experience of sports shoes, he personally Improved the original design of ALL STAR, and adopted a lighter rubber sole, making it more suitable for basketball competitions.