ICONIC SNEAKER BRAND CELEBRATES A CENTURY OF CHAMPIONING FEMALE EMPOWERMENT WITH INTRODUCTION OF COLLECTIVE OF LEADING WOMEN AND NEW PRODUCT LAUNCHES
(Lexington, MA) February 16, 2016 â€” KedsÂ® is excited to mark its centennial milestone with the announcement of the new KedsÂ® Collective, a curated group of celebrated industry leaders who embody the brandâ€™s overarching commitment to powerful women, creativity and self-expression. Embracing the brandâ€™s Ladies First Since 1916 platform, the Keds Collective features a diverse group of notable tastemakers including actress Allison Williams, award-winning singer Ciara, and Grammy-nominated breakout singer-songwriter and producer Tori Kelly, as well as other illustrious members from the fashion, music, art, and technology sectors.
“As we celebrate our centennial year, we are thrilled to introduce the world to the new Keds Collective, a group of inspiring women who have made a significant impact in their respective industries,” said Chris Lindner, president, KedsÂ®. “The members of the Keds Collective mirror the individuality and everyday triumphs of the women in the world who wear our sneakersâ€”celebrating female empowerment, individuality and following your own path to success.”
The Keds Collective unites a premier group of female creative entrepreneurs and multi-faceted talents who possess an authentic love for the brand and alignment with its dedication to women. Allison Williams joins the Collective as creative director and star of the brandâ€™s two video shorts, titled â€śWomanâ€™s Touchâ€ť and â€śUncharted Territory,â€ť and Ciara will collaborate on a signature shoe design that will be available at retail. Additional members include co-founder of Wearable Experiments Billie Whitehouse, musician and actress Soko, model Cailin Russo, blogger, actress and style icon Jamie Chung, and K-pop star Krystal Jung. Along with these innovative women, music industry phenomenon Taylor Swift will continue her role as brand ambassador.
KedsÂ® was one of the first footwear options to provide women with accessible, fashionable footwear. Over the last 100 years, the brand has been celebrated by, and associated with, powerful and iconic women including Audrey Hepburn, Katherine Hepburn, Marilyn Monroe, Jackie O and Yoko Ono. Through the formation of the Keds Collective, the brand continues its legacy of aligning with modern, creative and talented women.
The Spring 2016 ad campaign will feature the famous faces of the Collective modeling new product offerings alongside powerful messages such as, â€śWeâ€™ll disarm you with our beauty, brains, and whimsical prints.â€ť The Keds Collective will represent a 1 billion strong social audience and mindset of international consumers and collaborators that will be touched through special product collaborations, event activations, and digital campaigns.
New product stories for Spring 2016 will feature fresh takes on the classic Keds Champion, innovative new fabrics and textiles, as well as the announcement of several exciting collaborations and retail partnerships.
Keds Spring/Summer 2016 collection will be available from March at Stadium Takashimaya Shopping Centre, selected Royal Sporting House stores, Robinsons Orchard & JEM, BHG Bugis Junction, and Tangs Orchard. Retail price starts from S$59.
Keds is exclusively distributed by RSH (Singapore) Pte Ltd, a subsidiary of RSH Limited.