Converse is an iconic brand. The Chuck Taylor All-Stars are about as legendary as a sneaker’s design can get. And in the year 2025, they’ve clearly stood the test of time, being seen on the feet of the world’s biggest fashion icons and celebrities alike.
But have you ever wondered how a humble rubber-shoe outfit from Massachusetts turned into a global streetwear and basketball powerhouse? And how Nike—and even Oklahoma City’s talisman and recent MVP Shai Gilgeous-Alexander—fit into that story? Let’s stroll through over a century of sneakers, business deals, and star-studded collaborations.
Who created Converse? The history behind the multi-billion-dollar brand
It all began in 1908, when Marquis Mills Converse launched the Converse Rubber Shoe Company. The company, called Malden, Massachusetts its home. Marquis set out making winterized, rubber-soled shoes and boots—perfect for gloomy New England weather. Decades later, during World War II, Converse even shifted its factories to build military footwear. That pivot showed early on that this company could adapt whenever it needed to.
By the 1970s, though, new athletic-shoe designs were popping up everywhere. And Converse lost some market share. But instead of fading away, they leaned into what made them special — iconic styles like the Chuck Taylor All-Star, Jack Purcell, One Star, and Star Chevron. These designs caught on like never before. They also started teaming up with big names in fashion like John Varvatos to release limited-edition collabs. That evolution helped drive $2.4 billion in revenue in 2023—proof that a 100-year-old shoe can still feel fresh.
In the words of @tylerthecreator: “Go do that.”
Shoutout to Tyler, @billieeilish, @charli_xcx, @shaiglalex @lilyachty, @vincestaples, Roy Wang, Alexis Sablone and Zion Effs for staying true to what they love, no matter what. pic.twitter.com/zrvFSuBpRi
— Converse (@Converse) February 24, 2025
Whether they were laced up by basketball legends or modern-day rappers like Tyler the Creator, Chuck Taylors became a canvas for self-expression. And that cultural flexibility—moving from courts to concert halls—set the stage for Converse’s next big leap.
Does Nike own Converse? What’s the relation between the two companies?
Now, fast forward to 2003, and the once-thriving brand was struggling. They even filed for bankruptcy, with annual sales around $200 million. Enter Nike. In July of that year, they paid US$309 million to acquire Converse. At first glance, that price tag felt steep—Nike’s own price-to-sales multiple was just 0.15x, compared to Converse’s 1.6x. But as the years rolled by, it became clear Nike had scored a steal.
Under Nike’s wing, their sales zoomed up to nearly $2 billion by 2019. They tapped into Nike’s innovation pipeline while preserving their own edgy identity. And they didn’t just rest on sales figures. In January 2013, Converse unveiled plans for a sleek new headquarters on Boston’s Lovejoy Wharf—part of a waterfront revitalization project. That move showed Nike wasn’t here just to cut checks; they were powering Converse forward, both creatively and geographically.
Who are the famous basketball stars who have collaborated with Converse in the modern NBA?
After years away from the hardwood, the Nike-owned sneaker company made a triumphant return in 2019 with the All-Star Pro BB. They handed the first pair to Kelly Oubre Jr., blending that classic silhouette with Nike’s cutting-edge tech. From there, Converse signed a who’s who of NBA talent: Draymond Green in March 2020, Natasha Cloud (the first WNBA player to join) in June, and then Shai Gilgeous-Alexander in July. Soon after, names like Rudy Gay, P.J. Tucker, DeAndre’ Bembry, and Immanuel Quickley followed suit.
But Shai truly takes center court. Not only did he get a signature shoe, he also became Converse’s “first-ever Creative Director of Converse Basketball.” His logo—two stacked twos, one inverted—nods to his jersey number (27) and the dual sides of his personality, on and off the court. The logo even adorned billboards back in his hometown of Toronto.
OKC lit up for the MVP. @shaiglalex https://t.co/NXt6KclEwo
— Converse (@Converse) May 22, 2025
In April 2024, Shai renewed his contract. That extension led to the launch of the Converse SHAI 001 in 2025. Jared Carver, Converse’s CEO and President, said it best: “We gave Shai creative control over the design of the shoe in a way only Converse can. Then, we went to work leveraging the resources of Converse and all the innovation of Nike, Inc. to proudly deliver the SHAI 001.” With its zipper tongue, locking mechanism, bootie, Ghillie lacing system, and Zoom Air bag, the SHAI 001 is pure proof that when a brand trusts its athlete, magic happens.
From Marquis Mills Converse’s rubber boots to today’s multi-billion-dollar lifestyle brand, Converse has shown incredible staying power. Nike’s acquisition might have seemed pricey in 2003, but it turned into one of the best deals in sneaker history. And with stars like Shai Gilgeous-Alexander steering design decisions, Converse is as relevant—and as daring—as ever. Here’s to another century of innovation, culture, and iconic kicks.
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