Keds

{{Infobox company

| name = Keds

| logo = Keds logo.jpg

| logo_size = 200px

| type = Subsidiary

| foundation = {{start date and age|1916}}

| parent = {{Plainlist|

Uniroyal (1916–1979)
Stride Rite Corporation (1979–2012)
Wolverine World Wide (2012–2023)
Designer Brands (2023–present)

}}

| hq_location_city = Waltham, Massachusetts

| hq_location_country = United States

| key_people = Brendan Hoffman, CEO of Wolverine World Wide

| industry = Sportswear and Sports Goods

| areas_served = Worldwide

| products = Footwear

| homepage = {{Official URL}}

}}

Keds is an American brand known for its canvas shoes with rubber soles. Founded in 1916 by U.S. Rubber, its original shoe design was the first mass-marketed canvas-top sneaker. The brand was sold to Stride Rite in 1979, which was acquired by Wolverine World Wide in 2012. Since February 2023, Keds has been owned and operated by Designer Brands.

History

=Early history=

File:Keds Champion sneaker, woman's, 1916 - Bata Shoe Museum - DSC00729.JPG

In 1916, U.S. Rubber consolidated 30 different shoe brand names to create one company. Initially, the name "Peds" was chosen for the brand from the Latin word for feet, but it was already trademarked.{{cite book| title=From Altoids to Zima:The Surprising Stories Behind 125 Famous Brand Names| url=https://archive.org/details/fromaltoidstozim00morr| url-access=registration| author=Evan Morris| publisher=Simon and Schuster| date=November 9, 2004| isbn=9780743257978}}{{Cite web |last=Hunt |first=Kristin |date=September 19, 2016 |title=11 Comfy Facts About Keds |url=https://www.mentalfloss.com/article/86272/11-comfy-facts-about-keds |access-date=2023-01-24 |website=Mental Floss}} Keds's original shoe design, the Champion, was the first mass-marketed canvas-top shoe.{{Cite web| url=http://www.colorantshistory.org/NaugatuckChem.html| archive-url=https://web.archive.org/web/20100513194258/http://www.colorantshistory.org/NaugatuckChem.html| url-status=usurped| archive-date=May 13, 2010| title=Naugatuck Chemical Company| author=Robert J. Baptista| date=May 19, 2009| publisher=Colorants History| access-date=April 25, 2016}} They became known as "sneakers" as the soft rubber soles allowed "sneaking around silently". By the early 1920s, the shoes were worn by Olympic soccer players, national and international tennis champions, and college athletes.{{cite book| title=Shoes: What Every Woman Should Know| author=Stephanie Pedersen| date=August 15, 2005| publisher=David & Charles}} In 1926, the Keds Triumph shoe was introduced.{{cite web| url=http://www.fngmagazine.com/it/2012/07/mark-mcnairy-x-keds-triumph-canvas/| title=Mark McNairy x Keds Triumph Canvas| date=July 9, 2012| publisher=FNG Magazine| access-date=April 25, 2016}} Keds released "Kedettes", a line of washable high-heeled shoes for women, in 1938.{{cite journal| journal=The Hutchinson News| date=April 19, 1938| title=Kedettes}}{{cite web| url=http://knowledge.wharton.upenn.edu/article/marketing-keds-to-a-new-generation-of-feet/| title=Marketing Keds to a New Generation of Feet| date=February 24, 2011| publisher=University of Pennsylvania| access-date=April 25, 2016}}{{cite book| title=A Contemporary History of Women's Sport, Part One| author=Jean Williams| publisher=Routledge| date=April 24, 2014}}

=Pro-Keds=

File:Pro-Keds Royal Flash Mid.jpg

In 1949, Pro-Keds were introduced as a line of sneakers for athletic performance{{cite web| url=http://www.papermag.com/flashback-bobbito-garcia-revamps-the-pro-keds-royal-flash-1425623124.html| title=Flashback: Bobbito Garcia Revamps The Pro-Keds Royal Flash| date=October 23, 2009| author=Martin Marks| publisher=Paper Magazine| access-date=April 25, 2016}} intended to compete with the industry standard, Converse.{{cite web| url=http://www.complex.com/sneakers/2012/10/the-50-most-influential-sneaker-sponsorships-in-sports-history| title=The 50 Most Influential Sneaker Sponsorships in Sports History| date=October 16, 2012| author=Nick Santora| publisher=Complex| access-date=April 25, 2016}}{{cite web| url=http://www.drpribut.com/sports/sneaker_odyssey.html| title=2002: A Sneaker Odyssey| author=Stephen M. Pribut, Douglas H. Richie| publisher=Dr. Stephem M. Pribut's Sport Pages| access-date=April 25, 2016| archive-date=July 28, 2020| archive-url=https://web.archive.org/web/20200728131745/https://www.drpribut.com/sports/sneaker_odyssey.html| url-status=dead}}{{cite book| title=Sneakers: Fashion, Gender, and Subculture| author=Yuniya Kawaura| date=January 28, 2016| publisher=Bloomsbury Publishing}} Designed specifically for basketball players, the original style, the Royal,{{cite web| url=http://www.fashionwindows.net/2009/01/pro-keds-shoes/| title=Pro-Keds Shoes: The Original Court King| date=January 13, 2009| author=Mari Davis| publisher=Fashion Windows| access-date=April 25, 2016}} was endorsed by George Mikan. In 1953, the Minneapolis Lakers were outfitted with Pro-Keds. In 1969, Pro-Keds introduced the 69er, and demand for them in Harlem and The Bronx was so overwhelming that they became known as "Uptowns". The early 1970s saw the introduction of the Royal Plus, also known as the "Suede Super", which had a suede upper, padded collar, and was available in a high or low top.{{Cite web |title=Pro-Keds: The Complete Story |url=https://www.sneakerfreaker.com/news/pro-keds-the-complete-story |access-date=2022-12-07 |website=Sneaker Freaker}} Pro-Keds were worn by NBA stars including Willis Reed, Kareem Abdul-Jabbar, Nate "Tiny" Archibald, JoJo White, Bob Love, Lou Hudson, Bob Lanier and "Pistol" Pete Maravich, as well as musicians The Ramones.{{cite web| url=http://www.bustle.com/articles/19882-how-did-converse-become-popular-a-brief-history-of-the-iconic-sneaker| title=How Did Converse Become Popular? A Brief History of The Iconic Sneaker| author=Tyler Atwood| date=April 4, 2014| publisher=Bustle| access-date=April 25, 2016}} The brand gained a following in the hip-hop community by the late 1970s.

In the spring of 1980, Pro-Keds launched a collection of performance cupsole basketball shoes with the marquee model being the Shotmaker. The Shotmaker would be worn by Ralph Sampson and Gerald Henderson. In 1981 Sugar Ray Leonard became a spokesperson for the brand.

=Subsequent ownership=

Stride Rite Corporation purchased Keds and Sperry Top-Sider from Uniroyal (formerly U.S. Rubber) in 1979 for $18 million.{{cite web| url=https://www.nytimes.com/1986/03/23/magazine/sailing-to-the-top.html?pagewanted=all| title=Sailing To The Top| date=March 23, 1986| author=N. R. Kleinfield| work=The New York Times| access-date=April 25, 2016}}

Keds has produced collaborative collections with companies including Kate Spade New York, Madewell, Opening Ceremony, Steven Alan and Alice + Olivia. In 2009, Keds launched a collaboration with Loomstate which was sold at Barneys New York. The shoes were made with organic cotton, recycled rubber and non-toxic inks and dyes.{{cite web|date=June 12, 2009|title=Loomstate makes eco-friendly Keds|url=http://latimesblogs.latimes.com/alltherage/2009/06/loomstate-makes-eco-friendly-keds.html|access-date=May 3, 2016|work=Los Angeles Times}}

Collective Brands Inc., the parent company of Stride Rite Corporation and Keds, was acquired by Wolverine World Wide for $1.32 billion in May 2012.{{cite web| url=https://www.wsj.com/articles/SB10001424052702304050304577377812642006418| title= Owner of Stride Rite, Payless to Be Split Up| author=John Kell| date=May 1, 2012| publisher=The Wall Street Journal| access-date=April 25, 2016}}

Keds launched the "Ladies First Since 1916" campaign in July 2015, which focuses on female empowerment and featured celebrities including Taylor Swift.{{cite web| url=http://www.businessinsider.com/keds-launches-global-brand-campaign-with-taylor-swift-2015-7| title=Keds wants Taylor Swift to transform its canvas shoes into feminist icons| author=Lara O'Reilly| date=July 22, 2015| publisher=Business Insider| access-date=April 25, 2016}} In 2016 Keds celebrated its centennial and the continuation of its "Ladies First Since 1916" campaign{{cite web|url=http://www.thestreet.com/story/13453790/1/keds-president-on-how-to-keep-a-100-year-old-brand-on-its-toes.html|title=Keds' President on How to Keep a 100-Year Old Brand on Its Toes|author=Rhonda Schaffler|publisher=The Street|date=February 9, 2016|access-date=May 2, 2016}} with a birthday celebration held during New York Fashion Week.{{cite web|url=http://www.refinery29.com/keds-centennial-nyfw-party#slide|title=Ciara Sang At A 100th Birthday Party This Week|publisher=Refinery 29|author=Gina Marinelli|date=February 12, 2016|access-date=May 2, 2016}} The company also announced that its shoe manufacturing was moving to Michigan, in the U.S. for the first time in 35 years.

Since February 2023, Keds has been owned and operated by Designer Brands.{{Cite web |last=US |first=FashionNetwork com |title=Designer Brands acquires Keds from Wolverine, inks new Hush Puppies licensing deal |url=https://us.fashionnetwork.com/news/Designer-brands-acquires-keds-from-wolverine-inks-new-hush-puppies-licensing-deal,1484663.html |access-date=2023-07-20 |website=FashionNetwork.com |language=en-US}}

Popular culture

The shoes have been worn by celebrities including Taylor Swift,{{Cite web |last=Zellner |first=Sarah |date=2023-04-12 |title=Keds Got A Makeover, And We're Certain Taylor Swift Will Be Thrilled, Are you? |url=https://www.thethings.com/keds-got-a-makeover-and-were-certain-taylor-swift-will-be-thrilled-are-you/ |access-date=2023-10-14 |website=TheThings |language=en}} Marilyn Monroe, Jackie Kennedy Onassis, Katharine Hepburn, Paul Newman, Humphrey Bogart, Kristen Stewart, and Natalie Portman.{{cite web| url=http://wwd.com/fashion-news/ready-to-wear-sportswear/keds-kicks-off-apparel-at-opening-ceremony-5386822/| title=Keds Kicks Off Apparel at Opening Ceremony| author=Roseary Feitelberg| date=November 23, 2011| publisher=WWD| access-date=April 25, 2016}}

After the release of the 1987 movie Dirty Dancing, in which Jennifer Grey's character wore Keds, company revenue grew 10 times.{{Cite web|last=Johns|first=Nikara|date=2017-05-24|title=How 'Dirty Dancing' Catapulted Keds to Success|url=https://footwearnews.com/2017/focus/womens/dirty-dancing-remake-keds-358765/|access-date=2020-07-22|website=Footwear News}} Many cheerleaders also wore Keds as part of their uniform during the mid-1980s to the mid-1990s.{{Cite web|url=http://blog.omnicheer.com/post/history-of-cheerleading-shoes|title=History of Cheerleading Shoes|date=20 May 2012 }}

In the USSR and many post-Soviet countries, sneakers with canvas tops became known generically as "keds" (Russian: кеды).{{Cite web |title=Банан, компьютер, велосипед: как русская литература открывала новые слова и вещи |trans-title=Banana, Computer, Bicycle: How Russian Literature Discovered New Words and Things |url=https://polka.academy/materials/645 |access-date=2023-01-03 |website=Полка |language=ru-RU}}

In 2009, singer Lana Del Rey featured in an advertisement for the company and served as a spokesperson for a new line of shoes being offered.{{Cite web |last=Nika |first=Colleen |date=May 21, 2012 |title=Video: Lana Del Rey's Lost Keds Ad |url=https://www.rollingstone.com/culture/culture-news/video-lana-del-reys-lost-keds-ad-241426/ |access-date=2023-04-01 |website=Rolling Stone}}