Keds Champions New Identity

Shoe company Keds was founded in 1916 and was actually the first mass-marketed canvas-top sneaker (a word that was coined because the shoes’ rubber soles allowed wearers to sneak around silently). The brand was sold to Stride Rite in 1979, then to Wolverine World Wide in 2012, and it has now been acquired by Designer Brands, owner of Designer Shoe Warehouse and other shoe store giants.

The new ownership has sparked an updated logo, a new and brighter brand blue, and new messaging that centers on self-expression and “the joy of dressing.” The classic white shoe serves as a blank canvas against which to show vibrant new brand photography that includes plenty of color and full clothing.

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