Converse's Chuck Taylor All Stars get a facelift. More support, premium canvas, same look. (WBZ-TV)

BOSTON (CBS) — Converse has unveiled an upgraded version of its legendary Chuck Taylor All Star sneakers which first hit the market nearly 100 years ago.

Chuck Taylor All Star IIs, which will be available worldwide starting July 28, were revealed at the Black Falcon Terminal in Boston on Thursday.

The sneakers will feature a Nike Lunarlon sock liner, foam-padded collar, non-slip padded tongue and a perforated micro-suede liner.

They will also be 20 percent lighter than the classic Chuck Taylors, have more support, and be made using a premium canvas. However, they’ll still have the same look.

Richard Copcutt, vice president and general manager for Converse, says “We’ve been waiting a long time for this. We’ve worked a long time with it. So, it will be a red-letter day for us as a business I think.”

“It’s a great responsibility for us to work with a product that has lasted as long as it has,” he told WBZ NewsRadio 1030’s Ben Parker, “And it’s interesting for us working in the business, how that sneaker has evolved and the different consumers that have adopted it as part of their lifestyle.”

Copcutt discussed the process behind redesigning the classic Chucks.

“Well, it’s an amazing opportunity for our design team to be given that (task),” he said. “Everything starts with the consumer, so really listening to what they wanted from their sneakers as they go about their creative lifestyle. That provided the inspiration and the insight, and then the design team did what they do best to the Chuck Taylor.”

Ultimately, some of their customers wanted more, Copcutt says, so the company sought to incorporate more comfort and durability with the Chuck IIs. Converse wear-tested the sneakers with consumers and “we’ve got a massive thumbs up from them,” he said.

Converse, which debuted the Chuck Taylors in 1917, sells more than 100 million pairs of sneaker each year, and Copcutt attributes the company’s success and longevity to listening to their consumers.

“I think it’s the perfect blank canvas for self-expression, so they’ve adopted that sneaker and through its wearing and customization of it, they have made it a part of their life,” he said.

“But, the insights they gave us were incredible. Obviously, we went really deep with our immersion of their world, and we learn a lot from the creative artists, whether they come from music or other creative pursuits. They are looking for elements of comfort, performance, and retaining the style that I think Chuck Taylor is famous for.”

He also says simplicity with the design has played a role in the original sneaker’s popularity.

“It’s not that the shoe is wearing you. It’s you wearing the sneaker and expressing yourself within it,” Copcutt said. “So, I think that’s its great hidden power…is that it isn’t overbearing, and then it allows you to be you.”

Don’t like the new version of the Chuck Taylors? Fear not. The iconic Chucks will continue to be sold by Converse, says Copcutt.

“Absolutely. This isn’t a replacement. Although I guess over time the consumer may decide that,” he said. “It’s the consumer that really holds the power within our business, so we’ll still be offering the original Chuck. It’s a great favorite amongst our business.

“As all of our research showed, some of our consumers are looking for more so we’ve provided a sneaker for them to do just that,” he added.

WBZ NewsRadio 1030’s Ben Parker Reports:

