In 1916 the U.S. Rubber Company consolidated its 30 footwear brands under one name. The iconic footwear brand, Keds, was born. The year also marked the introduction of a canvas-topped, rubber-soled shoe stamped with Keds’ iconic blue label. They named it the Champion. The design was one of the first footwear options to provide women with accessible, fashionable footwear and instantly captured the hearts of ladies everywhere.
Throughout the early part of the century, Keds introduced several silhouettes and graced the feet of tennis pros, basketball icons, and Olympic soccer champions. In the 1950s-1960s, Keds became synonymous with the iconic style of Audrey Hepburn, Katharine Hepburn, Marilyn Monroe, Jackie O and even Yoko Ono. Leading lady Jennifer Grey donned the classic Champion in the 1987 movie, “Dirty Dancing”, propelling the brand to 10X business growth.
Global superstar Taylor Swift was tapped as the modern face of Keds in 2012, marking another pivotal moment for the brand. Inspired by a new generation of boundary breaking women, Keds introduced its Ladies First brand platform in 2015 and ignited a powerful new era in its history.
As Keds enters its centennial year in 2016, the brand continues its 100 year old passion to put ladies first. Keds is dedicated to women who reject conforming to the old rules in favor of defining a new path. Whether it’s her love of fashion or crushing it in her career, Keds supports the many hats she wears and who she aspires to be, championing what it means to be a lady today.
Selected Brands took over the distribution of Keds in the Nordic and Baltic region in 2015.