A deck covering the history of Keds, a fashion forward shoe company established in 1916. Concept for assignment was inspired by Fast Company's Brand Evolution series.

1. KEDS FOOTWEAR
BRAND
EVOLUTIONIN UNDER 5 MIN.

2. 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

3. 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.

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

5. Charles Goodyear’s son, Charles Goodyear Jr.,
saw an opportunity to bring his father’s invention
into the world of footwear.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

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

7. So, he joined his company with several of his competitors
to create the US Rubber Company in 1892.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

8. THE HISTORY OF THE KEDS BRAND IN 5 MINUTES
From 1892 until 1916, the US Rubber Company created
over 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.

9. THE HISTORY OF THE KEDS BRAND IN 5 MINUTES
In 1916, U.S. Rubber invented an American brand of
canvas shoe with rubber soles.

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

11. When choosing a name, the first choice was Peds
(the latin meaning for foot), but there was already
a trademark for that.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

12. The style sold, but mostly to a mature audience,
so U.S. Rubber swapped the "P" for a "K".
A brand was born.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

13. THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

14. 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.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

15. Keds’
Champions well known for simple, minimalist designs.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

16. BUT...
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES
They were not alone!

17. In 1917,
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES
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)!

18. 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 MINUTESTHE HISTORY OF THE KEDS BRAND IN 5 MINUTES

19. 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)
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

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

21. 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.”
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

22. THE HISTORY OF THE KEDS BRAND IN 5 MINUTES
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)
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

23. 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.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

24. Brand was propelled by the number of pop culture references
(i.e. Dirty Dancing)
1980s
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

25. THE HISTORY OF THE KEDS BRAND IN 5 MINUTES
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"

26. The brand went on to enjoy great success then began to
fall out of favor.
Keds had lost popularity and touch.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

27. THE HISTORY OF THE KEDS BRAND IN 5 MINUTES
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

28. THE HISTORY OF THE KEDS BRAND IN 5 MINUTES
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

29. THE HISTORY OF THE KEDS BRAND IN 5 MINUTES
In 2005, after a dormant period the brand tried to become
culturally 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.

30. THE HISTORY OF THE KEDS BRAND IN 5 MINUTES
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)

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

32. 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.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

33. 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 HISTORY OF THE KEDS BRAND IN 5 MINUTES

34. The brand went on tour and utilized the partnership with
Taylor to build their multi-channel campaign,
with a focus on social media.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

35. Keds’ Brave Life Grant offered conferences and
scholarships for empowering young women.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

36. 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!
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

37. 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.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

38. 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.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

39. 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.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

40. "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 HISTORY OF THE KEDS BRAND IN 5 MINUTES

41. 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.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

42. 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.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

43. Today, the brand continues to stay true to roots, while adding
more product variety, and by sharing female-focused
empowering messaging.
THE HISTORY OF THE KEDS BRAND IN 5 MINUTES

44. KEDS FOOTWEAR
BRAND
EVOLUTIONIN UNDER 5 MIN.