Marketing

How Do You Do?

How Do You Do?

Hello there. How do you do? We’re JAM Creative. We love design, photography, and creative ideas. We also love making you (or really, your brand) look good. Well, actually, we can also make you look good fashion-wise with a shirt from SHULTZILLA!

I (Aimée) always find it appropriate to appreciate the steps taken in life that got me where I am today. I went to school for graphic design and have had several positions with marketing departments and creative groups. But, before I became a designer, I needed a way to pay for the education.

What’s even more awesome about this campaign is that potential customers can go inside the giant shoe box and place an order for their own customized Keds.

The summer of 2000 lead me to Ponseti’s Children Shoes. Now, I know you’re thinking to yourself- how can a children’s shoe store be that much work. Around our parts, certain school shoes are required and our shoe store just happened to be one of the few places that carried most of the required brands. Pretty much every child in the Greater New Orleans area (just about or at least it seemed) get their shoes from this store. One of the brand we carried was Keds.

Around 2000-2001, Keds stopped making larger Women sizes and stuck to mainly kids sizes. Most of you are probably familiar with the children’s shoes- there were the navy tennis as well as the mock saddle oxford in navy and white. It seemed as if the company was trying to either regain focus or was just losing so much business in the Womens shoes that they needed to cut back.

I recently read an article in the New York Times on the brand Keds where the brand is being re-introduced to a new generation. That sounds like a conflicting thought, but I’m the targeted age group and have had Keds before. I digress…

I’m very impressed with the re-launch/repositioning of this brand that has been around since 1916. Keds is presenting itself as “The Original Sneaker,” (sorry Nike!) The brand is repositioning itself to appeal to 20-somethings (millenials, if you will; though at less than a month shy of my 29th [eek!] birthday, I don’t really consider myself a true millenial).

The campaign consists of a large white shoe box on wheels driving cross-country to college campuses, the ability to completely customize your own pair of Keds, as well as a focus on originality and the unique- with artists creating limited edition works of the sneakers to sell at Bloomingdale’s in New York.

What’s even more awesome about this campaign is that potential customers can go inside the giant shoe box and place an order for their own customized Keds.

Props to Keds for successfully re-inventing the wheel…while thinking inside the box! Portions of the campaign an be viewed at the Keds website.




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