Home > Encyclopedia of Major Marketing Campaigns > Keds Corporation

• THEY FEEL GOOD Campaign
• A Cool Classic
• Further Reading

191 Spring St.
Lexington
Massachusetts
02173-8049
USA
tel: (617)824-6000
website: http://www.kedsfeelgood.com

THEY FEEL GOOD Campaign

Overview

Baseball, hot dogs, apple pie, and the little white sneaker—for generations, the Keds brand of casual footwear, with its rectangular blue rubber tag, had been an American classic. Keds was the trusted brand, one that instantly sprang to mind for women selecting a sneaker for themselves or their children. In consumer consciousness, the name "Keds" was a guarantee of quality and comfort.

Keds and the entire sneaker industry met with a formidable shift in the market...