Tracing the Stars Essay Example for Free

Tracing the Stars Essay I. Introduction One of the biggest global brands in history is Converse, which stands for a casual and sports-oriented lifestyle popular among the young, and often with specific subcultures. Of its several lines, arguably the most recognized is the Chuck Taylor All-Stars or Chucks, which are combination canvas and rubber sneakers. First produced in 1917, these were originally known simply as the â€Å"All Star† until they were modified and endorsed by Chuck Taylor—one of the biggest basketball players of the time. To this day, the shoes carry Taylor’s signature and go by his name. Currently, the brand is no longer an entity on its own as Converse had been bought by Nike in 2003—thereby resulting in several physical and noticeable changes in the original design and make—yet is still a symbol of youth, vibrancy, and active lifestyle. II. From Basketball to Popular Culture The 1950s marked a landmark episode in the Chucks’ history as it made the successful shift from being exclusive to basketball to becoming part of American consciousness. The appeal of the shoes’ casual and affordable nature made it a status symbol for American teenagers, particularly when Hollywood actor James Dean made the white version part of his t-shirt-and-jeans image. Musicians ranging from rockers in the 1960s to 1980s punk rock artists emulated Dean’s choice, and started wearing Chucks as their uniform—particularly those in black canvas. Because of this growing popularity, Converse decided to add more colors and styles to the Chucks line. Currently, Chucks are still the shoes of choice of many young artists and celebrities; pop musician Avril Lavigne and actress Reese Witherspoon are just some of the personalities who prefer wearing the sneakers—with a particular preference of Lavigne for black ones—which echo the choices of legendary 1970s punk rocker Joey Ramone, who was never seen without a pair of well-worn black Chucks. Fashion designers and models have also been noted as being fans of the sneakers, owing to the rock-and-roll persona alluded to by a classic or trendy pair. III. Chucks in Sports In the midst of the shoes’ popularity among the younger set, Converse stayed true to its original intent for Chucks; during the decades of the 1960s and 70s, its move to add more colors to its classic line was also evident in the basketball industry. While this was not always met with complete approval by the athletes who wore them, the new hues definitely created yet another trend among the sport’s fans. However, the 1980s came and with it arrived the obsession for technology and new materials. The brands of Adidas, Reebok, and Pony arrived to take much of Converse’s basketball shoe business, and the inimitable Nike sealed the deal by having its basketball shoes endorsed by then-rookie Michael Jordan. This caused the decline of the Chucks brand in the sport, and by 1988 they were no longer the staple basketball shoes of serious athletes. Most of them now opted for the leather make and quality offered by other brands, which gave better support compared to the canvas body of the All-Stars. IV. Nike and Controversies Nike bought the brand in 2003, and immediately modified some of the signature details of Chucks—form material to design. The company enjoys a wildly popular following to this day, and is apparent in the use of high-profile athletes as endorsers in its multimillion-dollar advertising campaigns. But the reputation of Nike as a supporter of sweatshops set up in developing countries goes against the established image of Chucks associated with punk and left-wing ideologies—thereby forcing former Chucks patrons to shift to any of several Chucks imitations that are not produced through this kind of arrangement. V. Stepping Forward In a Pair of Chucks The enduring fame and existence of Chuck Taylor All-Stars is as permanent and unchanging as its classic design; materials may be altered, a few details may be added—but the concept remains the same. The future of Chucks may still be seen in the realm of the youth culture, through a role of greater relevance to the rest of the world. Using recyclable materials to produce a pair of Chucks may be one of the directions best for the brand, considering its tried-and-tested design principles. Environmental awareness should now be the focal point of the young and vibrant lifestyle it represents, which will also negate any bad impressions regarding its association with controversial Nike work processes. The time is right for Chucks to assume an image both traditional and innovative, without resorting to technology-related improvements. Ecology, rather than technology, is most apt for Chucks as it celebrates its hundredth anniversary this year, and as it represents the kind of mindset that has made it the shoe of choice of millions worldwide.