Keds, the century-old sneaker marketer, has unveiled a brand refresh and messaging platform centered on themes like inclusivity, optimism and playfulness. The move follows the company's acquisition by DSW parent company, Designer Brands, in February.
Keds, the century-old sneaker marketer, has unveiled a brand refresh and messaging platform centered on themes like inclusivity, optimism and playfulness. The move follows the company's acquisition by DSW parent company, Designer Brands, in February.
The brand refresh includes a new blue hue for the Keds logo, as well as a revamped sneaker collection inspired by the signature Keds Champion model. The collection features four models: the classic Keds Champion, the sporty Court sneaker, a chunkier Platform shoe and an “ultra-feminine” Mini that’s based on ballet flats. Prices for the footwear range from $50 to $80 and are available on an updated e-commerce site.
Keds tapped photographer Jacob Consenstein and production company Family Projects to bring the effort to life. The marketing materials depict models adorned in colorful, flowing outfits, with the goal of positioning Keds as a blank canvas for consumers to experiment with self-expression and personal style.
The brand is also actively pursuing collaborations, having served as the official footwear sponsor of New York Fashion Week and partnering with high-end designers including Maisie Wilen and Altuzarra. A collection with the latter is set to debut later in April.
Keds’ brand refresh comes as other brands in the competitive sneaker category are adjusting their marketing during an uncertain period for retail. Vans recently launched a global campaign that centers on ideas like encouraging self-expression and creativity, with colorful ads and trend-friendly products.
“We’re thrilled to bring this new platform to life and to continue to inspire our fans to express themselves through our shoes,” Keds’ Senior Marketing Director Kathleen Sullivan said in a statement. “We want to be a brand that celebrates the power of play and the joy of self-expression.”
Sources:
https://www.marketingdive.com/news/keds-sneakers-fashion-marketing-rebrand/647459/
https://footwearnews.com/2021/focus/
Sources: https://www.marketingdive.com/news/keds-sneakers-fashion-marketing-rebrand/647459/
