Once Dominating the NBA with a Market Share of About 50%: The Background Behind Converse's Serious Revival of Basketball Shoes

Converse has played a pivotal role in the early days of basketball and contributed to the development of basketball scenes around the world. In 1984, its market share in the National Basketball Association (NBA) reached about 50%, establishing an inseparable bond between basketball and Converse.

However, due to the entry of competitors and shifting trends, Converse has long been overshadowed in the basketball world. This year, they have seriously revived their basketball shoe line.

To delve into Converse's history, the background of this revival, and the features of the latest models, we interviewed Kuriya Okamoto from Converse Japan.

The History of Converse's Efforts to Promote Basketball

Founded in 1908 in Massachusetts, USA, Converse initially focused on manufacturing and selling rubber shoes that are resistant to snow and rain.

"Rubber shoes see concentrated sales in winter, so we felt the need for products that could be sold year-round. That's when we turned our attention to basketball."

Basketball was invented in 1891 by Dr. James Naismith as a sport that could be played in winter. At that time, it still hadn’t stepped out of the realm of minor sports. After various trials and errors, Converse developed the world's first basketball-specific shoe, the "Canvas All Star," in 1917.

"As you know, the 'Canvas All Star' is still being sold today, but it maintains a style almost identical to that when it was first developed. This indicates that the shoe was well-designed from the beginning."

In 1922, Converse published the yearbook compiling scores from the NCAA league that would continue for over 60 years.

In 1957, the low-cut version of the Canvas All Star was released.

While the market transitioned from canvas materials to leather, Converse introduced the One Star with a leather upper in 1974 and the Pro Leather in 1976, also contributing to the growth of basketball.

Entering the 1980s, the popularity of basketball surged due to the emergence of star players who wore Converse, supporting the basketball scene at the time.

Many players loved Converse shoes, and as star players continued to emerge, various sports manufacturers fully entered the market.

This led to a fierce era in the basketball shoe market.

Receiving Enthusiastic Offers, A Long-Awaited Comeback

Converse had distanced itself from the competitive landscape of shoes, but in 2025, they revitalized their basketball shoe line by integrating their long-honed expertise with cutting-edge technology.

"There were a lot of voices from both inside and outside the company longing for Converse’s revival in the basketball world, which led to this new launch. We felt a sense of mission to revive the brand when we consider Converse’s roots."

Three models are being released now.

One model is the "Converse Accelerator MID," an updated version of the "Accelerator" originally released in 1991, incorporating modern technology. There’s also the "Converse Accelerator LOW," featuring a different upper design with a mid-cut option. This timeless classic was loved by numerous pro players, including a character from a popular manga.

"While we maintain the established style, the functionality has evolved significantly. The most notable feature is the shank located in the arch area.

"The shank acts like the backbone of the shoe, preventing it from twisting, returning it to its original shape, and cushioning impacts from the ground while also affecting the shoe's flexibility.

"This shank is typically placed closer to the ground, but issues arise because the thickness of the outsole, sandwiched between the foot and the ground, prevents the foot's movements from being relayed directly to the floor, causing a time lag.

"Thus, in the Accelerator, by suspending the shank in the air, the integration with the foot is enhanced. This makes it easier to step forward and change direction."

The Converse star mark, a distinctive icon on the outsole, also enhances functionality.

"The herringbone pattern grooves engraved on the outsole are a technology aimed at enhancing grip, and by arranging them in a star shape in the forefoot, the sole is designed to flex in various directions along this shape.

"In basketball, due to the fast-paced movements, this star-shaped groove supports movement while providing solid grip."

The newly launched model is the "CONS VICBOUND."

The outsole protruding significantly to the upper enhances not only the design but also the functionality.

"Although the sole appears to be made of the same material, it is actually constructed in two parts.

"The outsole uses a soft, cushioned material, while the protruding parts on the sides are made from a harder material. This helps to absorb the shock during jumps and rebounds while ensuring hold and stability."

For this revival, the ambassador chosen is Yuki Togashi, who plays for Chiba Jets Funabashi and has been a prominent figure in the Japanese national team.

Not merely an image model, he will actively engage in product development as a project director within the basketball category.

"The point guard position that Togashi holds requires quick movements. Regarding this model, it's not just about grip; we've received feedback that it has an excellent reaction for explosiveness, making it easier to take the next step.

"Moreover, we have received an unexpected response from customers, saying, 'That accelerator has come back!' and 'I can wear the same model as Togashi!' Some colors and models have already sold out.

"It's been years since we've seen such excitement around basketball shoes, and there's a sense of accomplishment in bringing a long-awaited product to the market. I hope our presence can bring a fresh breeze to the basketball market and elevate the scene.

"Moving forward, we will continue to actively collect feedback from Togashi and develop products, so we hope everyone will look forward to what’s next!"

With Converse having led the basketball scene for a long time, it will be exciting to see what kind of impact this revival will bring to the industry.