Dive Brief:
- Keds unveiled a brand refresh and messaging platform centered on themes like inclusivity, optimism and playfulness, according to a news release.
- As part of the new push, the sneaker marketer’s logo has been updated to feature a new blue hue. A revamped sneaker collection inspired by the signature Keds Champion model has also hit the market, with some fashion-forward twists.
- Keds tapped photographer Jacob Consenstein and production company Family Projects to bring the effort to life. A colorful shakeup for the over-century-old brand follows its recent acquisition by DSW parent company Designer Brands Inc.(DBI).
Dive Insight:
Keds is enacting a makeover after getting acquired by DBI from embattled Wolverine Worldwide in February. The brand refresh puts a focus on values like inclusivity, optimism and playfulness, which manifest in marketing materials depicting models adorned in colorful, flowing outfits.
A goal of the new platform is to position Keds as a blank canvas, figuratively and literally, where consumers can experiment with self-expression and personal style, Keds’ Senior Marketing Director Kathleen Sullivan said in a statement. At the same time, the changes are meant to draw a connection to Keds’ history stretching back to its founding in 1916.
To complement the revamped logo and other assets, Keds released a collection of sneakers featuring designs that have been reworked to align with broader concepts of playfulness and timelessness. Offerings include the classic Keds Champion, along with three upgraded models: the sporty Court sneaker, a chunkier Platform shoe and an “ultra-feminine” Mini that’s based on ballet flats. Pricing for the footwear, available on an updated e-commerce site, ranges from $50 to $80.
One area Keds is more actively pursuing is collaborations, according to Footwear News. The brand recently served as the official footwear sponsor of New York Fashion Week and has partnered with high-end designers including Maisie Wilen and Altuzarra. A collection with the latter is slotted to debut later in April, per Footwear News.
Other brands in the competitive sneaker category are adjusting their marketing during an uncertain period for retail that has seen many consumers grapple with inflation. Vans last week launched a global campaign that comes amid a turnaround plan.
Much like Keds’ refresh, Vans’ creative centers on ideas like encouraging self-expression and creativity, with colorful ads and trend-friendly products, including an oversized Knu Skool sneaker that throws back to ‘90s skate styles. Vans has also said it looking further into collaborations following a period marked by slumping sales.
