Nike should Just Do It and sell Converse

“GOT CHUCKS ON with Saint Laurent” declared Mark Ronson and Bruno Mars in their 2014 hit Uptown Funk. Yves Saint Laurent held its fashion show in Paris a few weeks ago. But where were the Chucks? Likely stuck on a retailer’s discount rack.

- ANDREA FELSTED

Elliott Hill, Nike Inc.’s CEO, revealed a day after the Saint Laurent show that sales at Converse, maker of the Chuck Taylor All Star sneaker, had fallen 28% excluding currency movements in the sportswear giant’s first quarter. Rather than suffer the distraction of trying to put the minor brand on a stronger footing, Hill should sell Converse — or at least be open to offers.

As the heat from Adidas AG’s Samba sneaker fades, consumers are looking for alternatives. Converse tends to go in and out of style. It was hot in the early aughts and so should be getting a lift from the adoption of other fashion favorites from that era, such as skinny jeans and khaki jackets. But so far, consumers don’t seem to be swapping the three stripes of Adidas for the starred ankle logo of Chucks.