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|Industry||Sportswear and Sports Goods|
|Parent||Wolverine World Wide|
Keds is an American brand of canvas shoe with rubber soles. Keds were introduced in 1916 by U.S. Rubber. The shoe brand was later acquired by Stride Rite Corporation, and is currently owned by Wolverine World Wide.
When choosing a name, the initial choice was Peds, from the Latin meaning foot, but that name was already a trademark. Keds were first mass-marketed as canvas-top "sneakers" in 1960. They became known as sneakers because the rubber soles allowed sneaking around silently.
In the 1960s and 1970s, Keds added casual shoes to its product line. In the 1970s a higher quality athletic shoe than the basic Keds called Pro-Keds was added. Most closely associated with basketball, they were intended to compete with the industry standard Converse high-top and inroads made by European imports such as Adidas, Pony, and Nike. The effort was unable to establish Keds as a successful competitor in that marketplace.
1980s to late 1990s
From the mid-1980s through the mid-1990s girls wore Keds with leggings and over-sized tee shirts, over-sized sweatshirts, or over-sized sweaters and slouch socks, with baby doll dresses with bike shorts with or without lace and sometimes slouch socks, as part of a cheer-leading uniform with slouch socks, or in colder weather with leggings and slouch socks. They were seen being worn on tv by Kelly Kapowski (played by Tiffani Thiessen) on "Saved by the Bell", Stephanie (played by Jodie Sweetin) and D.J. (played by Candace Cameron) on "Full House", Becca Thatcher (played by Kellie Martin) on "Life Goes On", and other popular shows. A notable feature film wearer was Frances "Baby" Houseman (played by Jennifer Grey) in Dirty Dancing.
Late 1990s to 2006
Keds lost popularity in the late 1990s, but sales increased in the mid-2000s. "The Champion" sneaker in the traditional white and black leather and canvas uppers remained essentially unchanged, but became available in other colors and patterns. In 2006 some of the Men's "Keds Triumph" sneakers were reintroduced, though Keds have always been more popular with women than with men.
2008 to present
Keds launched the Keds Studio, which allows customers to create custom Keds shoes using images, text, and colors provided by Keds or from the customer's own files.
Keds launched Keds Green in March 2009. The shoes feature organic cotton uppers, 20% recycled rubber soles, non-toxic inks and dyes, nickel free eyelets, and shoelaces made from 100% recycled polyethylene terephthalate (PET).
In 2012, Keds, along with Saucony, Stride Rite and Sperry Top-Sider, became part of Wolverine World Wide after a joint agreement with Blum Capital Partners and Golden Gate Capital acquired the Performance Lifestyle Group of Collective Brands for US$1.23 billion. Keds collaborated with singer Taylor Swift, who released her own line of the shoes on October 22, 2012. Since 2015 Keds are now in style in a big way. Keds are in fashion with young girls and tween, teen and college girls and are seen in more stores then have been for a while.
- "Keds Sneakers". Retrieved 24 February 2010.
- [songmeanings.com/songs/view/3530822107858492733/ Rollover DJ Lyrics]
- "Saucony, Keds and Sperry Acquired by Wolverine Worldwide". Inside Insight. 2012-05-01. Retrieved 2012-12-14.
- "Taylor Swift Meets Her Perfect Match: Keds!". Refinery29. 2010-10-11. Retrieved 2014-05-29.