Keds stages a comeback in Brazil
American shoe brand Keds has announced it plans to make an effort to improve its position in Brazil. The company intends to promote 'sneaker culture', targeting female consumers aged 17 to 35 and selling quality products at affordable prices. The new products will be on sale in south-eastern Brazil from March.
"The return of Keds to Brazil is the result of a conjunction of factors. The sports shoe industry is going through a good moment and there is not a strictly ladies' brand in this market," says Henrique Almeida Prado, partner and director of the brand in Brazil. The 'Champion' style has been chosen to be the focal point of the new campaign. It will be sold in eight plain colours and four different styles with sophisticated trimmings.
Keds was founded in Boston in 1916 and is said to be the first company to produce rubber-sole shoes.
