Toth Repaints Keds as Brand That Goes Beyond Sneakers

Stride Rite will triple its ad spending to approximately $6 million this year as it attempts once more to revive its long-struggling Keds brand.

The creative strategy has been tweaked each time the Lexington, Mass., client has changed taglines in an effort to better align Keds with fashion and consumer trends, said Terri Rawson, client vp of marketing.

A new print campaign by Toth Brand Imaging that introduces the tagline “My Keds” seeks to reinvigorate the brand by “shattering trade and consumer perceptions that Keds only offers white sneakers,” said Toth director of account service Bob Fouhy.