CONVERSE'S Classic Design Is Finally Upgrading.

Nike is making a lot of money now, with gross margins more than 46%.

But when I look at Nike's financial statements, I find CONVERSE has a surprising share of turnover during this period, especially in the profit section.

In the 2015 fiscal year, CONVERSE's turnover was nearly US $2 billion, almost 10 times higher than that in 2002.

Nike's total revenue also increased, but the pace was slower, increasing to 30 billion 600 million.

CONVERSE's rapid growth explains one thing: why it is the only brand operated by Nike, and earnings data are separately released from Nike.

There are no separate figures of Jordan basketball shoes, NikeGolf, Hurley surfing brands.

Last Tuesday, Nike launched a new version of CONVERSE classic canvas shoes ChuckTaylorAllStar upgrade and comfort version.

As the fans are familiar with, the color and style of ChuckTaylor classic are numerous.

Wilt Chamberlain (WiltChamberlain) wore it in 1962 to win 100 points in the NBA single match; Andy Warhol (AndyWarhol) painted canned bottles and celebrity portraits when wearing it; entertainment celebrities JamesDean, Elvis Presley, BillyJoel, rock musicians SidVicious, KurtCobain, PattiSmith, rap artists Common and M.I.A. all crossed ChuckTaylor.

CONVERSE sports shoes, like Levi 's jeans and Coca-Cola, are the global symbols of American pop culture.

But ChuckTaylor shoes do not have Nike's check mark and brand name, only CONVERSE's proud ancient logo.

It originated from a Massa Chusetts company, which Nike acquired in 2003 after two years of bankruptcy.

Nike carefully keeps CONVERSE's retro design style because it is a good business: ChuckTaylor shoes have become an important source of Nike's turnover and profit growth.

Nike has been competing with its rival Adidas for many years.

Puma, Skechers and other brands have made mistakes in the competition, but the ChuckTaylor has become a real success weapon for Nike.

The canvas shoes brand made Nike the best performing company in the standard & Poor's 500 index. Nike's total return was 20.5% this year, with an index increase of only 3.4%.

In the past five years, Nike's stock price was almost 2 times the index, while the standard & Poor's 500 index was 108%, and Nike's total return was 214%.

Although CONVERSE's history is not long, the company did not get noticed until July 2003.

According to the company's records, Nike agreed to buy it at 3 billion US $5 million in cash.

Before the acquisition, CONVERSE's annual revenue was only 2 billion 5 million dollars, while Nike's revenue in 2003 (up to May 31st) was 10 billion 700 million.

The profits of the Shoes Company are amazing.

CONVERSE's pre tax operating income is $517 million, and Nike's total revenue is 4 billion 200 million.

I calculate, according to pre tax,

It accounts for 6.5% of Nike's total turnover and 12.2% of its operating income.

Not only that, CONVERSE is also growing faster than other sub brands of Nike.

I'll show these figures to GeoffCottrill, who is vice president and general manager of CONVERSE.

He did not want to make specific comments on these figures.

He can confirm that although CONVERSE also produces other shoes and clothing accessories, the ChuckTaylor series is an important engine for CONVERSE's rapid development.

He also said, "I can tell you our direction and achievements.

CONVERSE is a very active part of Nike group. "

CONVERSE sells more than 270 thousand pairs of ChuckTaylor a day, 365 days a year, Cottrill said.

It can sell 1 billion pairs in almost a year, before the introduction of new sneakers.

Although there are some subtle changes in the new sneakers, it looks similar to the original ChuckTaylor Gang, which has been adopted since 1934.

"

In many ways, it's the original version, "ElizabethSemmelhack said.

She is a senior curator at the Bata Shoe Museum in Toronto, and is also the curator of the Broolyn museum's theme exhibition, the rise of TheRiseofSneakerCulture.

The first double AllStar produced in 1917 is also exhibited in this exhibition.

"To a certain extent, the structure of AllStar has remained almost the same since 1917," she said.