Converse's All-Star Image

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So who buys Converse sneakers?

The core kid we are looking for is the "optimistic rebel" who wants to be different, irreverent, and creative. That's true for all the lines, from Wade to Varvatos. We want to continue to tap into that. In general, Converse is the everyman shoe; it inspires originality, and that's why it's popular among kids who play in garage bands. It is massively simple and has unbelievable attitude. They are like a canvas for self-expression. We want to nurture that idea. I think of Converse as a "bottom-up brand" that is adopted by consumers at a grassroots level, compared to a "top-down" brand like Nike's Michael Jordan line.

Why do you see potential in the "optimistic rebel" market?

It ties into the age of the Internet and personal empowerment. Kids want products that let them be who they are, rather than being a representative of a brand or a product. Converse fits that bill.

How can you maintain the brand's anti-Establishment image when you are owned by Nike and bring on board fashion designers and athletic superstars?

I like to think of Converse as a 100-year-old upstart. My hope is that we will have a range of distinctive and unique lines under the Converse name. But under my watch there won't be a Nike swoosh on any shoe by Converse, which has been around long before Nike and Adidas existed.

We also fit into a broader concept at Nike to become a portal for various brands aimed at different life stages. There will be the 15- to 18-year-old Converse kid, who would migrate to a high-performance Nike product, and then enter the working world wearing dressier shoes from Cole Haan (another Nike unit).

You are also on the board of office-furniture maker Herman Miller. With your experience in consumer products, what does the company want to learn from you?

In general I think much of the office furniture industry tends to be out of touch with the needs of the modern worker. I'm the youngest member of the board, so I bring a different mindset, as well as insights into the consumer sector. I review products and try to make sure that what they do is consumer- and user-savvy, that they have more of an end user perspective. I have helped them launch some new branding strategies and am working with Bruce Mau on moving Herman Miller beyond furnishings. We're looking at the atmospherics of how a person works in a certain environment, in high-performance human habitats.

John Hoke will be speaking at the @Issue design and business conference, to be held at TheTimesCenter in the New York Times building on Apr. 29. To register, visit cdf.org.