Brand of the Day: How Converse Learned to Love and Celebrate Creative Types

Knowing your core audience

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For a 108-year-old brand, Converse is still pretty quick on its feet.

Yes, the brand filed for bankruptcy in 2001 and was famously acquired by Nike in 2003, but what changed? How did it transform into a winner again? 

It helps that Converse finally started to understand its audience. It has long appealed to counterculture types, but it wasn't until as recently as 2008 that the brand seemed to champion this. 

"Creative people have made the brand who we are today," said Geoff Cottrill, vp and general manager of brand and segments.

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