Inside Keds' Rebrand
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The Keds brand is getting a refresh, Adidas brings its Ultraboost shoe to golf and we look at how manufacturing in the U.S. could have a sustainability benefit.
Here's what you need to know.
Keds is getting a brand refresh.
In February, Designer Brands Inc.?acquired the Keds?label from Wolverine Worldwide. As part of the deal, the DSW-parent company took over all Keds products, including the Pro-Keds sneaker line, and the brand’s e-commerce business.
Since then, the Keds team has been focused on updating its vision, brand messaging, as well as its product assortment.
“The refresh is really rooted in our rich history and it’s about enabling wearers to experiment with style and explore how they want to show up in the world,” said Nicole Underwood, director of brand, collaborations and energy. “It’s a slight new approach to a new audience. We are looking to speak to that expressive millennial.”
Adidas is bringing its game-changing Ultraboost shoe to the golf course.
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The Adidas Ultraboost Golf was inspired by the original stylish and functional running shoe that was?unveiled in 2015.
Adidas said the spikeless golf version was built using the same Ultraboost last, but features several golf-specific updates. These include Adiwear rubber outsoles with raised textured lugs (and an anti-clogging polished surface to keep grass and dirt out), reinforced Primeknit uppers and microfiber leather toe overlays, and floating croc-textured saddles and TPU heel clips for lateral stability throughout the wearer’s swing.
The launch will include the release of two limited-edition colorways, one in black and purple and the other in all-gray with hits of green. Adidas will also release a silver and olive colorway exclusive to adiClub members.
Other than the novelty of having a product?made in the U.S., there’s another benefit to shifting production to an American supply chain: sustainability.
“The most obvious sustainability feature of building closer to where your customers are is that you don’t have the carbon footprint from overseas transportation,” said Sean Scott, co-founder and CEO of COMUNITYmade, INC , a footwear brand that produces out of Los Angeles.
Circularity is also easier to accomplish with a U.S.-based supply chain.
Yes, but: With great benefits also come great challenges. Labor and raw materials are more expensive in the U.S., which can drive up the final price on a pair of shoes. Another issue is a lack of resources for a local supply chain that is still very limited.
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