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Converse recasts itself as brand of youth
By WANG ZHUOQIONG |
China Daily |
Updated: 2020-12-29 09:06
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Visitors take photographs of Converse shoes at a shopping mall in Chengdu, Sichuan province, in November. [Photo provided to China Daily]
Sportswear maker targets younger generation to burnish its image in Chinese market
Converse, a prominent sportswear brand for over 100 years, has made it a priority to engage more with local youth in communities across China.
The Nike-owned brand is making the younger generation key stakeholders in its innovation and production process, its top executive said.
In a self-conducted market survey, Converse has found many consumers in China consider it an old brand. The finding has pushed the sportswear maker to launch campaigns and innovations to change that perception. ....

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