In 2012, Keds, an iconic American lifestyle brand established in 1916, announced a multi-year partnership with Taylor. Keds had aligned with Taylor because she embodies the
Keds spirit, style and sensibility.
"I'm so excited to be partnering with Keds. 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
"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 encouraged 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
The partnership kicked off with a limited edition red Champions, the most iconic Keds sneaker style, commemorating the release of Swift's fourth album, "RED". It ended with the end of the "1989" era.