BUILDING BRAND CREDIBILITY AND CULTURAL RELEVANCY

POP CULTURE CURRENCY

By martin navarrete  

Most people Are familiar With these

Keds. An american icon Since 1916.

They even invented The word

sneaker

However, Keds GAINED a Reputation as A SHOE granny wore.

AN ICONIC AMERIcAN BRAND?

reinvigorate �HOW DO YOU

 1. Understand the new consumer dynamic �

MilleNnial. Tech savvy. CulturALLY aware. Stylish.

Shares her creative side

Through fashion  

SHE IS NOT A TARGET AUDIENCE

SHE IS A BRAND COLLABORATOR

PROMOTER & CO-CREATOR

refresh�AN ICONIC AMERIcAN BRAND?

HOW DO YOU

 2. Modernize a keds classic – the champion�

 3. create programs rooted in pop culture�

x   x  

Art + MUSIC + technology

A partnership designed to inspire creativity

Resulted in a

Collection Inspired By art

christian marclay show at the whitney museum  

And an art exhibit

influenced by music

Keds curated the music for

the whitney LIVE summer SERIES

 

The Keds whitney Collection was

featured in A live art installation

at bloomingdale’s

Where Keds demonstrated Their sneaker customization

platform  

Repositioning keds was a success

Keds exceeded all projected kpis

Awareness: +22% Consideration: +18% Preference: +15% Sales growth: +12%

And created

POP CULTURE CURRENCY Along the way

“KEDS SHOES AS A CATALYST FOR

CREATIVE MINDS”

-

Thank you

MARTIN NAVARRETE @MARTIN_NAV

Martin.nav@gmail.com