Converting Converse

By Matthew Townsend
Bloomberg News

There’s no doubt Chuck Taylors are cool. But comfortable? Not so much.

Converse answered this long-standing critique Thursday, unveiling a spiffier, pricier version of the nearly century-old sneakers.

The biggest upgrade in the Chuck II, as the company is calling the revamped shoes, comes with technology imported for the first time from corporate parent Nike. Lunarlon, a lightweight, bouncy foam used in Nike’s running and basketball shoes, will now be found in Chuck’s rubber sole.

Jim Calhoun, the 48-year-old chief executive of Converse, knows exactly what people say when they gripe about his shoes: “I love them, I just wish I could wear them for more than a couple hours.” Article