Brand Evolution - Keds

KEDS FOOTWEAR

B R A N DE VO L U T I O N

IN UNDER 5 MIN.

Shoes go back a long way.

In the late 18th century, people wore rubber soled shoes called plimsolls, a luxury for the wealthy.

(At time, there was no right foot or left foot!)

THE HISTORY OF THE KEDS BRAND IN 5 MINUTES


Rubber in the plimsoll would wear quickly, requiring new pairs after only a few uses.

American inventor Charles Goodyear added sulfur to rubber at high heat, as product cooled it would be a much firmer, more durable form of rubber.


Industrialization took hold in US, at the end of the 19th century.

Speedy mass production of items that before would’ve taken skilled craftsmen much longer to make.

Shoes were no exception.

Charles Goodyear’s son, Charles Goodyear Jr., saw an opportunity to bring his father’s invention into the world of footwear.



Charles took advantage of recent inventions

and incorporated them into the production

of a new kind of shoe.

...His 1st few attempts at shoemaking failed.

So, he joined his company with several of his competitors to create the US Rubber Company in 1892.



From 1892 until 1916, the US Rubber Company createdover 30 different kinds of rubber-soled shoes, none of which became successful.

Another fail.

The US Rubber Company halted production of all footwear and went back to the drawing board.


In 1916, U.S. Rubber invented an American brand of canvas shoe with rubber soles.


And...

The word “sneakers” was coined shortly after their

release by advertising agent Henry Nelson McKinney,

since they made it easy to sneak up on

someone without the usual loud footsteps.

When choosing a name, the first choice was Peds (the latin meaning for foot), but there was already a trademark for that.


The style sold, but mostly to a mature audience, so U.S. Rubber swapped the "P" for a "K".

A brand was born.



First slogan was "feel-like-everyday's-a-Saturday" shoe.

But that was a bit of a mouthful...so instead they called it the Champion.


Keds’Champions well known for simple, minimalist designs.


BUT...


They were not alone!

In 1917,


Marquis Converse produced the first shoe made just for basketball, called Converse All-Stars. In 1923, hoops star named Chuck Taylor endorsed the shoes, (they’re best-selling basketball shoes ever)!

Sneakers went international in 1924.

A German man named Adi Dassler created a sneaker that he named after himself: Adidas. Adi’s brother Rudi started up another famous sports shoe company: Puma.

THE HISTORY OF THE KEDS BRAND IN 5 MINUTES THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

During the first half of the 20th century, sports shoes were worn mostly to play sports. But in the 1950s, kids began wearing them as fashion statements.

Even more teens followed the fad after seeing James Dean in sneakers in the popular movie Rebel Without a Cause. (1955)



Recognized the increasing popularity in female footwear.

1940-50s operated a women’s division called Kedettes. Its ads were prominent in magazines — featuring not only sneakers, but espadrilles, oxfords and sandals.

And for men at the time?

Ads for Keds men’s iconic white sneakers also appeared frequently in magazines and on television with the tagline, “The Shoe of Champions.”



Keds had to adapt with the times...

1960s first mass-marketed as canvas-top “sneakers”

1970s added casual shoes to product line

1970s created a higher quality athletic shoe (better than the basic keds) and called it pro-keds (associated the brand with basketball, intended to compete with industry standard, converse high-top)


Acquistions aided in expansion.

Although U.S. Rubber invented Keds, it was Michelin and, eventually Stride Rite Corp. that brought Keds to the mainstream market in 1979.


Brand was propelled by the number of pop culture references

(i.e. Dirty Dancing)

1980s



Sales skyrocketed for the brand in the 1980s to mid-90s.

Who? Popular with moms and tweens / teens

Style: Often worn with slouch socks and oversized sweater

Why? Trendy, the “in look”

Other notable wearers on TV: Kelly Kapowski (Tiffani Thiessen) on "Saved by the Bell", Stephanie (Jodie Sweetin) and D.J. (Candace Cameron) on "Full House"

The brand went on to enjoy great success then began to fall out of favor.

Keds had lost popularity and touch.



So they rebuilt their product offerings.

Late 90s - 2006 the traditional white and black leather and canvas remained unchanged, but also made available in other colors and patterns


Nostalgia with moms led to a slight resurgence in sales!

In late 90s brand suddenly became contagious with moms. Those who grew up with the shoe embraced its comeback. Women seeking a clean-looking, casual shoe sought out Keds for their simplicity


In 2005, after a dormant period the brand tried to becomeculturally relevant again. The brand entered a joint venture with manufacturer and distributor Tom Nastos and hip hop entrepreneur Damon Dash to relaunch the Pro-Keds brand.

It has been ranked one of the worst partnernships of all time.


Keds had to modernize, yet again...in 2006 they revamped.

Custom launched “keds studio”

Scented created unique colorways to match style of scent

Green featured organic cotton uppers, 20% recycled rubber soles, non-toxic inks and dyes, nickel free eyelets, and shoelaces made from 100% recycled polyethylene terephthalate (PET)


In 2010, Keds attempted to boost sales of consumers too young to be nostalgic through new slogan, “the original sneaker” and launching new website, that lays out a monthly calendar about the brand and cultural highlights from nine decades.

In 2012, Wolverine Worldwide acquires Keds.

The brand was not in a good place. In a last effort, they sign a new spokesperson and revamp product lines.


In 2012, Keds collaborated with singer Taylor Swift, during

the launch of her multi-million selling album, RED.

She went on to release her own line of the shoes on

October 22, 2012.


The brand went on tour and utilized the partnership withTaylor to build their multi-channel campaign, with a focus on social media.


Keds’ Brave Life Grant offered conferences and scholarships for empowering young women.


Keds’ Brave Life Grant offered conferences and scholarships for empowering young women.

I was fortunate to be one of 150 women to be selected to be a part of the program!


For centential, the brand decided to work on a global

rebrand.

The campaign strengthen’s the brand’s relationship with their

target consumer through the celebration of women's

ambition and build’s their trust by highlighting

the brand's longevity.


Recently launched the Ladies First Since 1916 campaign, which focuses on the company's 100th anniversary!

The brand has been offering shoe options to women since its inception, hence the name.


Keds’ ad agency Kirshenbaum Bond Senecal + Partners (KBS+) say they took insights from more than 10,000 women from eight countries to define a global mindset on female empowerment.


"Ladies First" campaign also harnesses the recent trend of female empowerment marketing — think Always' "Like a Girl,"Dove's "Real Beauty," or Nike's biggest ever women's push "Better For It."

All provide a "fresh perspective on what it means like to be a woman today."


The date that the 19th Amendment was passed, (giving women in the U.S. right to vote), is now known as Women's Equality Day.

Keds celebrated the holiday with a brand activation and digitally.


Every aspect of the creative is empowering. From bold product colors to spokesperson.

All details are accounted for, even backdrops in the images were created by female artists including illustrator Priscilla White, pattern designer Kendra Dandy, and street artist Paige Smith.


Today, the brand continues to stay true to roots, while adding more product variety, and by sharing female-focused empowering messaging.


KEDS FOOTWEAR

B R A N DE VO L U T I O N

IN UNDER 5 MIN.

Marketing

Brand Evolution - Keds