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Thursday, 18 October 2012 10:14

Wolverine partners with Taylor Swift to market Keds

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Courtesy photo Courtesy photo Taylor Swift

ROCKFORD — Global footwear giant Wolverine World Wide Inc. has teamed with pop country star Taylor Swift for a multi-year endorsement deal for Keds.

Keds, a lifestyle brand dating back to 1916, is a new entrant to the Wolverine portfolio of brands, a result of the company’s acquisition of Collective Brands Inc.’s Performance + Lifestyle Group, which closed last week.

The acquisition made Wolverine the third-largest global footwear company behind only Nike and Adidas.

Wolverine CEO Blake W. Krueger, speaking at the ACG West Michigan Annual Gala last night, said Keds was a “better brand than a business.” The brand did about $80 million in revenue in fiscal year 2011.

Currently, Keds is sold almost entirely in the U.S., but the Wolverine acquisition opens an untapped global market to the brand, Krueger said.

According to a statement from Wolverine, the partnership with Swift will lead off with the launch of limited edition red Champions sneakers to coincide with the singer-songwriter’s newest album, Red.

The partnership will also lead to a multimedia campaign this spring targeted at young women.

“Keds resonates with bold, unique girls who are brave enough to be themselves,” Rick Blackshaw, Keds brand president, said in a statement. “This understanding is the most important thing we share with our fans, and we’re committed to helping girls everywhere look great but feel even better.”

Read 4721 times Last modified on Thursday, 18 October 2012 10:39

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