The iconic and historic athletic shoe, Chuck Taylor All Stars by Converse, will be featured in the Gibbons Company pop-up shop in the Russell Eve building, next to the bus terminal on Church Street, for three weeks starting Friday.

Converse has been making Chuck Taylor All Stars and One Star sneakers for more than a century, and is now focusing on new street-style classics.

Chuck Taylors were the ultimate basketball shoe for serious ‘ballers decades ago.

The “sneakerhead” subculture in running shoe fashion really began with the rise of athlete-endorsed shoes in the late 1970s and early 1980s.

But by then, Converse's Chuck Taylor All Stars had dominated the basketball courts for decades. Initially developed as a basketball shoe in the early 20th century, even today its design has remained largely unchanged since its introduction.

And while other brands, marketing prowess, manufacturing and comfort trends all forced Converse to become an also ran in sports shoes, the brand has in recent years transformed from former American athletic standout to a modern global fashion icon.

Hence the Gibbons Company enthusiasm for today’s Converse All Stars pop-up shop, featuring shoes, clothing and accessories.

Fans can find classics and modern styles at great deals: buy one pair and get the second pair at 40 per cent off, 25 per cent off clothing and accessories and a free tote with purchases of $150 or more while supplies last.

The company said in a marketing statement: “What we wear defines sport, street and creative culture, and Converse has been redefining it with their global customer base all along.

“When you wear Converse products, you create a culture of authentic street style simply by being yourself.

“Whether they’re on the feet of a 1970s basketball star, in a history book or on the street with you today, Chucks have always signified cool.”