Taylor Swift has already conquered the beauty industry with her fragrances and her role as a spokeswoman for CoverGirl, and now she’s moving onto the fashion business. The singer has teamed up with Keds to create a pair of red sneakers to help promote the shoe brand and Swift’s new album Red. They’ll be released on October 22, the same day as the album, and will be priced at $50. You can get your hands on a pair through Taylor’s website, Keds, Nordstrom, or Journeys.
As part of a three-year deal to serve as a brand ambassador for Keds, Swift will also have input into upcoming products and the direction of the company as a whole. Rick Blackshaw, the brand president for Keds, says Taylor will serve as their “North Star” as she assists with production and expanding the brand. She’ll take part in creating exclusive content and giveaways offered to shoppers, including giving away 13 pairs of shoes every month because Swift’s lucky number is 13.
Taylor is excited about working with the brand because of her personal connection with the shoes. “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 stated upon announcement of the collaboration. She remembers wearing sneakers from the brand when she was “a little kid, while riding my bike around the farm.” She also wears them now that she’s getting older, and she loves that the shoes have stuck with her through all those years. “I think they add something casual and cool to your look, and the new colors and patterns are so eclectic. I love pairing them with vintage looks,” Swift added. Taylor has become known for her feminine and classic style, and we’ll be looking forward to seeing her add these sneakers to her wardrobe.
Taylor’s partnership with Keds is also intended to reach female fans from the ages of 13 to 24 with a digital and print ad campaign full of stories of strength and dedication. Blackshaw says, “Taylor is a superpositive role model for girls, a hero, in a sense.” He wants her to help tell her fans and fans of the shoe brand stories about girls “who have fantastic tales of bravery.”
Swift’s association with the brand is part of a larger company initiative to focus on the women’s shoe market. Keds was established as a lifestyle brand in 1916, but was acquired by Wolverine Worldwide earlier this year and has since been working on their brand strategies. Do you think choosing Taylor Swift as the face of the brand is the right move for the company, or will the star turn some customers away?
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