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| foundation = {{start date and age|1916}}
| foundation = {{start date and age|1916}}
| parent = {{Plainlist|
| parent = {{Plainlist|
⚫
* [[Wolverine World Wide]] (2012–present)
⚫
* [[Stride Rite Corporation]] (1979–2012)
* [[Uniroyal]] (1916–1979)
* [[Uniroyal]] (1916–1979)
⚫
* [[Stride Rite Corporation]] (1979–2012)
⚫
* [[Wolverine World Wide]] (2012–2023)
* [[Designer Brands]] (2023–present)
}}
}}
| hq_location_city = Waltham, Massachusetts
| hq_location_city = [[Waltham, Massachusetts]]
| hq_location_country = United States
| hq_location_country = United States
| key_people = Brendan Hoffman, CEO of Wolverine World Wide
| key_people = Brendan Hoffman, CEO of Wolverine World Wide
| industry = [[Sportswear (activewear)|Sportswear]] and [[Sports equipment|Sports Goods]]
| industry = [[Sportswear]] and [[Sports equipment|Sports Goods]]
| areas_served = Worldwide
| areas_served = Worldwide
| products = [[Footwear]]
| products = [[Footwear]]
Line 20: Line 21:
}}
}}


'''Keds''' is an American [[brand]] of [[Plimsoll shoe|canvas shoes with rubber soles]]. Founded in 1916,<ref>{{cite web| url=http://www.athm.org/99-years-of-keds/#more-4390| title=99 Years of Keds| date=April 9, 2015| publisher=ATHM| access-date=April 25, 2016}}</ref> the company is owned by [[Wolverine World Wide]].<ref name=wsj/> The original shoe design, the Champion, was the first mass-marketed canvas-top "sneaker".<ref>{{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}}</ref>
'''Keds''' is an American [[brand]] known for its [[Plimsoll shoe|canvas shoes with rubber soles]]. Founded in 1916 by [[U.S. Rubber]], its original shoe design was the first mass-marketed canvas-top [[Sneakers|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==
==History==
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[[File:Keds Champion sneaker, woman's, 1916 - Bata Shoe Museum - DSC00729.JPG|thumb|Keds Champion sneaker, for women, 1916]]
[[File:Keds Champion sneaker, woman's, 1916 - Bata Shoe Museum - DSC00729.JPG|thumb|Keds Champion sneaker, for women, 1916]]


In 1916, [[U.S. Rubber]] consolidated 30 different shoe brand names to create one company. Initially, the brand name "Peds" was chosen for the company from the [[Latin]] word for feet, but the name was already trademarked.<ref>{{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}}</ref> Because the shoes had a soft rubber sole, they became known as ''[[Sneakers (footwear)|sneakers]]'' as the rubber soles allowed "sneaking around silently".<ref name=wwd/> By the early 1920s, the shoes were worn by Olympic soccer players, national and international tennis champions, and college athletes.<ref>{{cite book| title=Shoes: What Every Woman Should Know| author=Stephanie Pedersen| date=August 15, 2005| publisher=David & Charles}}</ref> In 1926, the Keds Triumph shoe was introduced.<ref>{{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}}</ref> Keds released "Kedettes", a line of washable high-heeled shoes for women, in 1938.<ref>{{cite journal| journal=The Hutchinson News| date=April 19, 1938| title=Kedettes}}</ref><ref name=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}}</ref><ref>{{cite book| title=A Contemporary History of Women's Sport, Part One| author=Jean Williams| publisher=Routledge| date=April 24, 2014}}</ref>
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.<ref>{{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}}</ref><ref>{{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]]}}</ref> Keds's original shoe design, the Champion, was the first mass-marketed canvas-top shoe.<ref>{{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}}</ref> They became known as "[[sneakers]]" as the soft rubber soles allowed "sneaking around silently".<ref name=wwd/> By the early 1920s, the shoes were worn by Olympic soccer players, national and international tennis champions, and college athletes.<ref>{{cite book| title=Shoes: What Every Woman Should Know| author=Stephanie Pedersen| date=August 15, 2005| publisher=David & Charles}}</ref> In 1926, the Keds Triumph shoe was introduced.<ref>{{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}}</ref> Keds released "Kedettes", a line of washable high-heeled shoes for women, in 1938.<ref>{{cite journal| journal=The Hutchinson News| date=April 19, 1938| title=Kedettes}}</ref><ref name=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}}</ref><ref>{{cite book| title=A Contemporary History of Women's Sport, Part One| author=Jean Williams| publisher=Routledge| date=April 24, 2014}}</ref>


===Pro-Keds===
===Pro-Keds===
[[File:Pro-Keds Royal Flash Mid.jpg|thumb|left|upright|A pair of Pro-Keds Royal Flash court shoes]]
[[File:Pro-Keds Royal Flash Mid.jpg|thumb|left|upright|A pair of Pro-Keds Royal Flash court shoes]]
In 1949, Pro-Keds were introduced as a line of sneakers for athletic performance<ref>{{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}}</ref> intended to compete with the industry standard, [[Converse (shoe company)|Converse]].<ref name=com>{{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}}</ref><ref name=dr>{{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}}</ref><ref>{{cite book| title=Sneakers: Fashion, Gender, and Subculture| author=Yuniya Kawaura| date=January 28, 2016| publisher=Bloomsbury Publishing}}</ref> Designed specifically for basketball players, the original style, the Royal,<ref name=fashion>{{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}}</ref> was endorsed by [[George Mikan]]. In 1953, the [[Minneapolis Lakers]] were outfitted with Pro-Keds.<ref name=com /> In 1954 or 1955, the brand's mascot, Kedso the Clown, was introduced, he was originally in live action, played by Chuck Marlowe, his live action television spots were only 20-25 seconds, his live action TV commercials usually had him start the spot by greeting the viewers saying "Hi Boys And Girls, I'm Kedso The Clown", and him talking about what Keds shoes consist of, such as the cushion to run faster and jump higher, In 1958, Kedso became animated, with a little teddy bear and live action children joining him in his animated TV commercials, Kedso was replaced by Kolonel Keds in the late 1960s, later replaced by Kaptain Keds and Kedzem in 1968. 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.<ref name="ProKStory">{{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}}</ref> Pro-Keds were worn by NBA stars including [[Willis Reed]], [[Kareem Abdul-Jabbar]], [[Nate Archibald|Nate "Tiny" Archibald]], [[JoJo White]], [[Bob Love]], [[Lou Hudson]], [[Bob Lanier]] and [[Pete Maravich|"Pistol" Pete Maravich]],<ref name=fashion /> as well as musicians [[The Ramones]].<ref>{{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}}</ref> The brand gained a following in the hip-hop community by the late 1970s.<ref name=fashion />
In 1949, '''Pro-Keds''' were introduced as a line of sneakers for athletic performance<ref>{{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}}</ref> intended to compete with the industry standard, [[Converse (shoe company)|Converse]].<ref name=com>{{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}}</ref><ref name=dr>{{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}}</ref><ref>{{cite book| title=Sneakers: Fashion, Gender, and Subculture| author=Yuniya Kawaura| date=January 28, 2016| publisher=Bloomsbury Publishing}}</ref> Designed specifically for basketball players, the original style, the Royal,<ref name=fashion>{{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}}</ref> was endorsed by [[George Mikan]]. In 1953, the [[Minneapolis Lakers]] were outfitted with Pro-Keds.<ref name=com /> 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.<ref name="ProKStory">{{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}}</ref> Pro-Keds were worn by NBA stars including [[Willis Reed]], [[Kareem Abdul-Jabbar]], [[Nate Archibald|Nate "Tiny" Archibald]], [[JoJo White]], [[Bob Love]], [[Lou Hudson]], [[Bob Lanier]] and [[Pete Maravich|"Pistol" Pete Maravich]],<ref name=fashion /> as well as musicians [[The Ramones]].<ref>{{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}}</ref> The brand gained a following in the hip-hop community by the late 1970s.<ref name=fashion />


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.<ref name="ProKStory" />
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.<ref name="ProKStory" />


===Stride Rite and Wolverine World Wide ownership===
===Subsequent ownership===
[[Stride Rite Corporation]] purchased Keds and [[Sperry Top-Sider]] from Uniroyal in 1979 for $18 million.<ref name=dr /><ref>{{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}}</ref>
[[Stride Rite Corporation]] purchased Keds and [[Sperry Top-Sider]] from Uniroyal (formerly U.S. Rubber) in 1979 for $18 million.<ref name=dr /><ref>{{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}}</ref>


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.<ref>{{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}}</ref>
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.<ref>{{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}}</ref>
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Keds launched the "Ladies First Since 1916" campaign in July 2015, which focuses on female empowerment and featured celebrities including Taylor Swift.<ref>{{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}}</ref> In 2016 Keds celebrated its centennial and the continuation of its "Ladies First Since 1916" campaign<ref name=street>{{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}}</ref> with a birthday celebration held during [[New York Fashion Week]].<ref>{{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}}</ref> The company also announced that its shoe manufacturing was moving to [[Michigan]], in the U.S. for the first time in 35 years.<ref name=street/>
Keds launched the "Ladies First Since 1916" campaign in July 2015, which focuses on female empowerment and featured celebrities including Taylor Swift.<ref>{{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}}</ref> In 2016 Keds celebrated its centennial and the continuation of its "Ladies First Since 1916" campaign<ref name=street>{{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}}</ref> with a birthday celebration held during [[New York Fashion Week]].<ref>{{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}}</ref> The company also announced that its shoe manufacturing was moving to [[Michigan]], in the U.S. for the first time in 35 years.<ref name=street/>

Since February 2023, Keds has been owned and operated by [[Designer Brands]].<ref>{{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}}</ref>


==Popular culture==
==Popular culture==
The shoes have been worn by celebrities including [[Marilyn Monroe]], [[Jackie Kennedy Onassis]], [[Katharine Hepburn]], [[Paul Newman]], [[Betty White]], [[Humphrey Bogart]], [[Natalie Portman]], [[Fred Rogers]], and [[Taylor Swift]].<ref name="wwd">{{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}}</ref><ref name="kedettes" />
The shoes have been worn by celebrities including [[Taylor Swift]],<ref>{{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}}</ref> [[Marilyn Monroe]], [[Jackie Kennedy Onassis]], [[Katharine Hepburn]], [[Paul Newman]], [[Humphrey Bogart]], [[Kristen Stewart]], and [[Natalie Portman]].<ref name="wwd">{{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}}</ref><ref name="kedettes" />

⚫
After the release of the 1987 movie ''[[Dirty Dancing]]'', in which [[Jennifer Grey]] wore Keds, company revenue grew 10 times.<ref>{{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}}</ref> Many [[cheerleaders]] also wore Keds as part of their uniform during the mid-1980s to the mid-1990s.<ref>{{Cite web|url=http://blog.omnicheer.com/post/history-of-cheerleading-shoes|title=History of Cheerleading Shoes|date=20 May 2012 }}</ref>

In the 1990s, [[Demi Moore]] voiced a television campaign for Keds.<ref>{{cite web|url=http://articles.latimes.com/1995-06-18/magazine/tm-14263_1_cartoon-voice/3|title=My Life As A Voice: The Road to Show Biz Through your Golden Pipes|work=Los Angeles Times|date=June 18, 1995|access-date=May 2, 2016}}</ref> [[Mischa Barton]], who starred in ''[[The O.C.]]'', became the face of Keds in an ad campaign in the late 2000s.<ref>{{cite web|url=https://au.lifestyle.yahoo.com/new-idea/a/6004408/mischa-face-of-keds/ |title=Mischa Face of Keds |publisher=New Idea |date=December 5, 2006 |access-date=May 2, 2016 |url-status=dead |archive-url=https://web.archive.org/web/20160507180453/https://au.lifestyle.yahoo.com/new-idea/a/6004408/mischa-face-of-keds/ |archive-date=May 7, 2016 }}</ref>

In the [[Stephen King]] novella ''[[Apt Pupil]]'', guidance counselor Ed French owns several pairs of Keds, which he (incorrectly) believes will endear him to the student body. They nickname him "Sneaker Pete" and "The Ked Man."{{Citation needed|date=August 2021}}


⚫
After the release of the 1987 movie ''[[Dirty Dancing]]'', in which [[Jennifer Grey]]'s character wore Keds, company revenue grew 10 times.<ref>{{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]]}}</ref> Many [[cheerleaders]] also wore Keds as part of their uniform during the mid-1980s to the mid-1990s.<ref>{{Cite web|url=http://blog.omnicheer.com/post/history-of-cheerleading-shoes|title=History of Cheerleading Shoes|date=20 May 2012 }}</ref>
In the film ''[[The Truth About Cats and Dogs]]'', [[Ben Chaplin]] asks [[Janeane Garofalo]] to give him a personal item of hers. She tosses a shoe down to him and he picks it up and comments, "Wow...it's a Ked!"{{Citation needed|date=August 2021}}


In the [[USSR]] and many post-Soviet countries, sneakers with canvas tops became known [[Generic trademark|generically]] as "keds" (Russian: кеды).<ref>{{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}}</ref>
Keds are mentioned in the [[Wheatus]] song "[[Teenage Dirtbag]]." The subject of the song is described as wearing "Keds and tube socks."{{citation needed|date=December 2021}}


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.<ref>{{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]]}}</ref>
In the [[USSR]] and many post-Soviet countries, sneakers with canvas tops became known [[Generic trademark|generically]] as "keds" (Russian: кеды).


==References==
==References==

Latest revision as of 20:42, 7 February 2024

Keds
Company typeSubsidiary
IndustrySportswear and Sports Goods
Founded1916; 108 years ago (1916)
Headquarters
Waltham, Massachusetts
,
United States
Areas served
Worldwide
Key people
Brendan Hoffman, CEO of Wolverine World Wide
ProductsFootwear
Parent
Websitewww.keds.com Edit this at Wikidata

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

[edit]

Early history

[edit]
Keds Champion sneaker, for women, 1916

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.[1][2] Keds's original shoe design, the Champion, was the first mass-marketed canvas-top shoe.[3] They became known as "sneakers" as the soft rubber soles allowed "sneaking around silently".[4] By the early 1920s, the shoes were worn by Olympic soccer players, national and international tennis champions, and college athletes.[5] In 1926, the Keds Triumph shoe was introduced.[6] Keds released "Kedettes", a line of washable high-heeled shoes for women, in 1938.[7][8][9]

Pro-Keds

[edit]
A pair of Pro-Keds Royal Flash court shoes

In 1949, Pro-Keds were introduced as a line of sneakers for athletic performance[10] intended to compete with the industry standard, Converse.[11][12][13] Designed specifically for basketball players, the original style, the Royal,[14] was endorsed by George Mikan. In 1953, the Minneapolis Lakers were outfitted with Pro-Keds.[11] 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.[15] 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,[14] as well as musicians The Ramones.[16] The brand gained a following in the hip-hop community by the late 1970s.[14]

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.[15]

Subsequent ownership

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Stride Rite Corporation purchased Keds and Sperry Top-Sider from Uniroyal (formerly U.S. Rubber) in 1979 for $18 million.[12][17]

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.[18]

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.[19]

Keds launched the "Ladies First Since 1916" campaign in July 2015, which focuses on female empowerment and featured celebrities including Taylor Swift.[20] In 2016 Keds celebrated its centennial and the continuation of its "Ladies First Since 1916" campaign[21] with a birthday celebration held during New York Fashion Week.[22] The company also announced that its shoe manufacturing was moving to Michigan, in the U.S. for the first time in 35 years.[21]

Since February 2023, Keds has been owned and operated by Designer Brands.[23]

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The shoes have been worn by celebrities including Taylor Swift,[24] Marilyn Monroe, Jackie Kennedy Onassis, Katharine Hepburn, Paul Newman, Humphrey Bogart, Kristen Stewart, and Natalie Portman.[4][8]

After the release of the 1987 movie Dirty Dancing, in which Jennifer Grey's character wore Keds, company revenue grew 10 times.[25] Many cheerleaders also wore Keds as part of their uniform during the mid-1980s to the mid-1990s.[26]

In the USSR and many post-Soviet countries, sneakers with canvas tops became known generically as "keds" (Russian: кеды).[27]

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.[28]

References

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  1. ^ Evan Morris (November 9, 2004). From Altoids to Zima:The Surprising Stories Behind 125 Famous Brand Names. Simon and Schuster. ISBN 9780743257978.
  2. ^ Hunt, Kristin (September 19, 2016). "11 Comfy Facts About Keds". Mental Floss. Retrieved 2023-01-24.
  3. ^ Robert J. Baptista (May 19, 2009). "Naugatuck Chemical Company". Colorants History. Archived from the original on May 13, 2010. Retrieved April 25, 2016.{{cite web}}: CS1 maint: unfit URL (link)
  4. ^ a b Roseary Feitelberg (November 23, 2011). "Keds Kicks Off Apparel at Opening Ceremony". WWD. Retrieved April 25, 2016.
  5. ^ Stephanie Pedersen (August 15, 2005). Shoes: What Every Woman Should Know. David & Charles.
  6. ^ "Mark McNairy x Keds Triumph Canvas". FNG Magazine. July 9, 2012. Retrieved April 25, 2016.
  7. ^ "Kedettes". The Hutchinson News. April 19, 1938.
  8. ^ a b "Marketing Keds to a New Generation of Feet". University of Pennsylvania. February 24, 2011. Retrieved April 25, 2016.
  9. ^ Jean Williams (April 24, 2014). A Contemporary History of Women's Sport, Part One. Routledge.
  10. ^ Martin Marks (October 23, 2009). "Flashback: Bobbito Garcia Revamps The Pro-Keds Royal Flash". Paper Magazine. Retrieved April 25, 2016.
  11. ^ a b Nick Santora (October 16, 2012). "The 50 Most Influential Sneaker Sponsorships in Sports History". Complex. Retrieved April 25, 2016.
  12. ^ a b Stephen M. Pribut, Douglas H. Richie. "2002: A Sneaker Odyssey". Dr. Stephem M. Pribut's Sport Pages. Retrieved April 25, 2016.
  13. ^ Yuniya Kawaura (January 28, 2016). Sneakers: Fashion, Gender, and Subculture. Bloomsbury Publishing.
  14. ^ a b c Mari Davis (January 13, 2009). "Pro-Keds Shoes: The Original Court King". Fashion Windows. Retrieved April 25, 2016.
  15. ^ a b "Pro-Keds: The Complete Story". Sneaker Freaker. Retrieved 2022-12-07.
  16. ^ Tyler Atwood (April 4, 2014). "How Did Converse Become Popular? A Brief History of The Iconic Sneaker". Bustle. Retrieved April 25, 2016.
  17. ^ N. R. Kleinfield (March 23, 1986). "Sailing To The Top". The New York Times. Retrieved April 25, 2016.
  18. ^ "Loomstate makes eco-friendly Keds". Los Angeles Times. June 12, 2009. Retrieved May 3, 2016.
  19. ^ John Kell (May 1, 2012). "Owner of Stride Rite, Payless to Be Split Up". The Wall Street Journal. Retrieved April 25, 2016.
  20. ^ Lara O'Reilly (July 22, 2015). "Keds wants Taylor Swift to transform its canvas shoes into feminist icons". Business Insider. Retrieved April 25, 2016.
  21. ^ a b Rhonda Schaffler (February 9, 2016). "Keds' President on How to Keep a 100-Year Old Brand on Its Toes". The Street. Retrieved May 2, 2016.
  22. ^ Gina Marinelli (February 12, 2016). "Ciara Sang At A 100th Birthday Party This Week". Refinery 29. Retrieved May 2, 2016.
  23. ^ US, FashionNetwork com. "Designer Brands acquires Keds from Wolverine, inks new Hush Puppies licensing deal". FashionNetwork.com. Retrieved 2023-07-20.
  24. ^ Zellner, Sarah (2023-04-12). "Keds Got A Makeover, And We're Certain Taylor Swift Will Be Thrilled, Are you?". TheThings. Retrieved 2023-10-14.
  25. ^ Johns, Nikara (2017-05-24). "How 'Dirty Dancing' Catapulted Keds to Success". Footwear News. Retrieved 2020-07-22.
  26. ^ "History of Cheerleading Shoes". 20 May 2012.
  27. ^ "Банан, компьютер, велосипед: как русская литература открывала новые слова и вещи" [Banana, Computer, Bicycle: How Russian Literature Discovered New Words and Things]. Полка (in Russian). Retrieved 2023-01-03.
  28. ^ Nika, Colleen (May 21, 2012). "Video: Lana Del Rey's Lost Keds Ad". Rolling Stone. Retrieved 2023-04-01.
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