Converse All Star Chuck Taylor II Development

While at consumer insights agency Cspace, I served as account lead and chief consultant for Converse All Star, delivering rapid consumer insights and business strategy. One key project I led was the insights work and product development that led to the launch of a signature new product: The Chuck Taylor All Star II. We uncovered the insight that the original Chuck Taylor sneaker was well beloved “emotionally,” but physically uncomfortable, especially for some of the brand’s aging fans. Thus, Converse developed the Chuck II, which incorporated parent company Nike’s signature Lunarlon cushioning technology in the insole, as well as other small design tweaks to improve overall comfort. The release was covered in many major publications including The New York Times, WIRED, Inc, CNBC, Glamour, Business Insider and many more top tier outlets.