Converse‘s recent acquisition of Draymond Green and unveiling of the G4 demonstrate that the brand is focused on recapturing its footing within the performance-basketball space. While exciting in their own right, these basketball-related endeavors (currently) play a small role in Converse’s commitment for 2020 and beyond to reimagine itself to meet the needs, desires and expectations of today’s youth consumer. On the footwear end, the CX product series is at the forefront of this new vision.
The “CX” stamp historically denoted innovation and quality from Converse. One hundred years later, the two-letter mark is, as Brandis Russell, VP, Global Footwear, has said, “A tool box of pinnacle comfort technology and materials that aim to feel the movement of our consumers.” This new design ethos will debut on three silhouettes rooted in the Chuck Taylor‘s timeless design, with plans to also expand onto other in-line and collaborative products. First up: The All Star Disrupt CX. Debuting March 12th in partnership with TAKAHIROMIYASHITA The Soloist, the All Star Disrupt CX introduces a fresh take on a classic shoe. As indicated by its “CX” mark on the spine, the upcoming model is constructed with a reimagined stretch canvas that enables easy on-off wearability. And while debut “Black,” “Field Surplus,” “Blue Slate” and “White” uppers proffer classic style, their accompanying midsole/outsole combination bring a future-forward twist into the mix.
A single-density PU insole combines with lightweight phylon midsoles to maximize all-day comfort and impact absorption; this “CX Foam” protrudes at the heel in a “Wild Mango” hue that Converse’s consumer insights research found evokes memories of comfort, whether emotional or physical. Outsoles may not follow suit in color, but they do in improved design as they boast a new tread pattern along with an underfoot cut-out for better flexibility.