Taylor Swift is a Keds gal now.
The pop princess and Massachusetts-based lifestyle brand have agreed on a multi-year deal that will place Swift, 22, at the front of the Keds endorsement line.
Keds will release a limited edition of its classic Champion sneaker to celebrate the October 22 debut of Swift’s new album “Red”.
Full press details below.
LEXINGTON, Mass., Oct. 11, 2012 /PRNewswire/ – Keds®, the iconic American lifestyle brand established in 1916, announces a multi-year partnership with six-time Grammy winning, multi-platinum singer-songwriter and style icon Taylor Swift. Keds® has aligned with Swift, one of the most talented performers on the planet, because she embodies the Keds® spirit, style and sensibility.
“I’m so excited to be partnering with Keds®,” said Swift. ”I’ve been a fan of Keds® for years because they have two of my favorite elements of great style – they’re classic and effortless.”
“Taylor has become an inspiration to millions and a shining example of what can happen when you set your mind to something,” said Keds® Brand President Rick Blackshaw. “Keds® resonates with bold, unique girls who are brave enough to be themselves. 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.”
Via a multimedia campaign, Keds® will be encouraging young women to share their stories of strength, creating a global community of brave girls who inspire and motivate each other to live their lives to the fullest. The initiative will be supported by scholarship opportunities, social media initiatives, video content, and limited edition product perfect for every part of a girl’s life.
“The Keds® team has amazing plans for the brand in 2013, and the company is investing deeply behind them,” said Gregg Ribatt, President & CEO, Performance & Lifestyle Group. “We’re thrilled that Taylor is a part of this exciting time.”
The partnership will kick off with limited edition red Champions, the most iconic Keds® sneaker style, commemorating the release of Swift’s latest album, Red, and be available for purchase on Keds.com, TaylorSwift.com, Nordstrom.com and Journeys.com starting October 22.