Keds unveils global rebrand with Taylor Swift ahead of its 100th birthday

Keds has rolled out a global campaign called ‘Ladies First Since 1916’ featuring Taylor Swift that aims to further cement the shoe brand’s position as a go-to for young, urban women looking for both style and comfort.

Created by KBS+, the campaign is meant to appeal to the modern woman and piggybacks off of the many conversations happening in society right now around feminism and equality.

Swift, who has been a brand ambassador for Keds since 2013, serves as the face of many of the ads alongside taglines such as ‘All Dressed Up With Everywhere To Go’ and ‘There’s No Such Thing As An Average Girl.’

To help create the taglines, the agency collected insights from more than 10,000 women in eight countries to find central themes around what it means to be a woman today.

The backdrops of the ads were commissioned from female artists such as illustrator Priscilla White and street artist Paige Smith.

Chris Lindner, president of Keds, said: “Keds was originally created in 1916 to provide ladies with accessible, fashionable footwear to allow them to be who they wanted to be, and go where they wanted to go. ‘Ladies First’ is a celebration of amazing women like Taylor Swift who are blazing new trails every day. From CEOing to BFFing, these ladies are doing it all.”

The rollout includes retail and social elements with print and digital partners including Nylon and Refinery29. Bus and subway posters will also appear throughout some of New York City’s trendiest neighborhoods this fall.

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