The comeback of Keds started with Ladies First.

Keds was an iconic brand that needed a revival. Ironically the first sneaker brand for women had forgotten how to speak to them.

The Keds comeback started with female empowerment. But it needed a fresh take that reflected women today. So we created a platform that showed women winning on their own terms. A platform where femininity and feminism were not at odds.

We called it Ladies First. This campaign won KBS the Keds business.

The movement spread across the globe making Keds relevant again with millennial women and top-tier retailers like TopShop and Collette. It also resulted in 43% year over year growth for the brand.

Agency: KBS