Apr 11, 2023
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Keds debuts brand refresh

Apr 11, 2023

Footwear brand Keds debuted on Tuesday a brand refresh, revealing an updated logo and brand platform.

Keds debuts brand refresh. - Keds

Keds, which was acquired by Designer Brands Inc. from Wolverine Worldwide earlier this year, has been known to offer classic, comfortable, and fashion-forward accessible footwear. 

Its updated logo, captured in a new blue hue, and revised brand platform, aims to highlight self-expression and the joy of dressing, with a modern brand messaging that expresses the Keds core values of optimism, inclusion, authenticity, and play, according to a press release.

"The brand refresh is rooted in Keds' rich history. Since its beginning over a century ago, Keds has championed the freedom of individual expression; creating accessible, comfortable, fashionable footwear that offers a blank canvas (both figuratively and literally) for wearers to experiment with style and self-expression,” said Kathleen Sullivan, senior director of marketing at Keds.

"Our new platform carries on our legacy of being advocates for self-expression with a promise to help you unlock your unique style, but what's particularly special about it is the focus on optimism, play, and inclusivity. The idea of self-expression through style isn't new to the footwear world, but with Keds it's all about the joy—the joy of stepping into something that feels just right. "

The new brand vision launches with a new collection inspired by the iconic Keds Champion, and introduces three new upgraded sneaker styles. Pricing for these styles range from $50 to $80.

They include; The Court, a sporty spin with classic court sneaker vibes; The Platform, an elevated update with dress-up appeal and cushiony comfort; and The Mini, a streamlined, ultra-feminine twist with flirty ballet flat looks.

The collection is accompanied by a campaign shot by photographer Jacob Consenstein and production company Family Projects using bold, playful styling, clean, classic backdrops, and retro props.

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