Plans underway to revitalise Converse
Following the acquisition of Converse at the end of April this year by Footwear Acquisition Inc., a new executive team has been appointed to re-ignite the brand. The new team is led by chief executive officer Jack Boys, an athletic shoe and sports goods industry veteran, well known for his marketing skills which helped put The North Face on the map in the late 1990s. A one-time Converse employee, Boys is aiming to rapidly develop new product leadership and branding strategies and rebuild the company’s infrastructure from the ground up.
The management teams will fully staff Converse’s corporate offices straight away, and will concentrate on delivering previously written product orders. Once the systems are in place, product teams will focus on expanding the company’s reach across several sports categories.
