Converse Getting Its Foot in a New Door

Converse Inc. will try to capture consumers’ changing tastes toward less bulky athletic shoes with the introduction of a running-style basketball shoe in fall 1998, said the company’s senior vice president of marketing, James Solomon. Several athletic-shoe manufacturers have noted weakness in the so-called white-shoe market recently. Converse said its orders had risen only 2.2% in the third quarter. However, the company has identified promise in running shoes and said it will introduce a line of running shoes in spring 1999. A company official said Converse plans to take advantage of a resurgence of popularity of its Chuck Taylor and Jack Purcell lines, which are part of the company’s athletic originals category, with a new advertising campaign this spring. Company officials said retailers have placed conservative orders of several of its basketball shoe lines, including the All-Star Rodman and All-Star Elevate.