Much has been made of the total transformation in fortunes for the 105-year old sneaker brand, Converse.
January 22 2001, the company files for bankruptcy. September 26 2013, the company posts an 18% increase in revenue over the past three months taking its total value to $1.4 billion.
What originally found favor among basketball stars in the 70s, had been adopted by rock stars and hipsters through the 90s.
But when Nike bought the company in 2003, the brand was suffering from dwindling sales and an increasingly irrelevant and confused identity.
Since then, Nike executives have done what they do – and that is identify a brand’s unique reason for being, their consumer proposition, and deliver focused products and marketing that constantly delivers upon that promise.
And its this focus, this self-awareness that sets Converse apart.
It could be argued the endemic Tipping Point, to use Malcolm Gladwell’s thinking, occurred as far back as 2007.
Around the same time, Converse CMO Geoff Cottrill was quoted as saying to AdWeek “Our whole mission is to inspire originality and be an advocate and catalyst for creativity.”
Since then, true to his word, consistently compelling, often provocative news from the brand – such as their current “Shoes are boring. Wear sneakers” campaign from NYC ideas agency Anomaly - has extended the exponential growth of the company, not to mention reinvigorating distribution and expansion into new global markets, most notably China.