Keds

Relaunching an icon for a new audience.

Keds

If you want to build a future-proof brand, modernize inspiring things from your past.

Since creating the first sneakers for women in 1916, Keds has had a history of encouraging women to be comfortable and explore the world.

And yet, as the years had passed, Keds was losing relevance with the younger global audience of Gen Z and Millennials.

The brand had begun to be associated with one type of woman – a preppy, cis-gendered, all-American girly girl. That didn’t represent the complexity, vibrancy, or badassery of our audience, and it didn’t jibe with the emerging ideas around what it means to be a woman. Ideas that are different in every global region, but certainly not so milquetoast.

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Keds has a heritage of being 'Made for Women.'

We added a new element for 2020: 'Made for Women, Whatever That Means.'

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Made for Women, Whatever That Means.

Our new brand line mandated we tell stories inclusive of all types of women. We needed a campaign framework that would be flexible enough to speak deeply to different audiences across the globe. JOAN and Keds took an editorial approach to rolling out this new positioning, inspired by an artifact from the brand's legacy. We re-imagined the "Keds Hand-book for Girls," which had been printed in the first part of the 20th Century, as "The Keds Hand-book for Women."

Introducing the all new Keds Hand-Book for women

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A new, digital-first editorial platform.

The Keds-Handbook for Women is part multimedia magazine (social, OLV, e-comm), part look-book, part campaign and part call-to-arms.

Each of Ked's seasons is lensed through a different topic, featuring a wide variety of women from across the globe telling their stories.

Beginning with "The Power Issue," our first Cover Woman was Meena Harris, founder of the Phenomenal Woman Action Campaign.

One global platform. Customized locally.

Because gender issues vary by region, our format allowed for wide ranges of customization. A global tool kit gave APAC, LATAM and NAM markets design guidelines and prepared formats to input stories and content along the issue theme of the season.

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A bottoms-up approach.

While the Hand-book for Women provides engaging content in social, it also provides the assets used in paid and owned media, including OOH, print and in-store signage.

The content drives the campaign, not the other way around.

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Immediate e-comm impact was felt, with 25% increase YoY on site purchases.

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For the inaugural Power issue, copies were printed in a large-scale run to be distributed globally.

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Issue 2: Progress

Autumn/Winter 2020 brought a new issue with dozens of new stories. What does Progress mean to women, world-wide?

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