The Chucks is possibly the most recognizable signature sneaker today. Having the signature Star-and-Chevron logo, the white sole and toe guard designs make the shoes more iconic than any other shoe in the U.S. The All Star is widely known and is used by different subcultures, ages, and well-known personalities.

The All Star further gained popularity through the basketball player Charles “Chuck” Taylor, who acted like a 1930s version of Steve Jobs. Chuck Taylor acted as a salesman, basketball player, and brand evangelist for the Converse All Star. He held basketball clinics in high schools all over the country and sold the All Star at the same time. In 1932, his name “Chuck Taylor” was added to the All Star’s design which paved the way to shoe’s naming to “Chucks”.

The Chucks eventually entered mainstream use as a multi-purpose shoe during the Second World War. The shoe was used by American soldiers in their training and as well as in their basketball clinics, coached by Chuck Taylor himself (then serving as an Air Force Captain). After the war, Converse introduced the black and white All Star by changing the sole and the toe guard’s color to white, giving birth to what we know today as the classic Chuck Taylor.

Looking back at the All Star’s different print ads and poster designs during the ‘60s onwards will show you the diversity of the shoe’s market – from athletes, teenagers, to artists, and other subcultures. Here are some vintage Converse poster and flyer print ads:

The Chucks were widely popular during the 1980s where it became the shoe of choice by different groups – from punks, rock stars, to rappers and skaters. Today, the All Star is experiencing a renaissance, with efforts coming from Converse putting out campaigns targeting the youth. They have found a unique market through campaigns focused on uniqueness and creativity.

About the author

Cadence is a senior blogger at You the Designer, a graphic design blog that features inspiration, resources, freebies, and tutorials for designers. Her quest to share her appreciation of art and graphic design has led her to contribute articles for different sites. Cadence also writes for UPrinting tackling topics from printing to business and advertising, being an aspiring marketer herself.