Keds

Nate Hood

FA 3300

Quintessence Paper

Keds Shoes produced the very first sneakers ever made. In fact, the history of the sneaker actually begins with Keds. When choosing a name, the initial choice was Peds, from the Latin meaning foot, but that name was already a trademark. “The term sneaker was coined as a nickname for Keds because their rubber soles made them so quiet that one could ‘sneak around’ without being heard” (Martin). Since forming in 1916, Keds sneakers have been known for their simple, minimalist designs.

The first Pro Keds were called the Classic Royals, also known as the “Royal Tread.” This was a basketball shoe made of canvas, and was available in low and hi-tops. In 1950, this shoe was worn by the Minneapolis Lakers, which was the first team to score the NBA Championship five times in a row. As time progressed, new designs were created for football, track and field, tennis, and baseball. To meet the demands of these athletes, Pro Keds developed exclusive cushioning technology and shock-absorbent support for their footwear.

By the 1970’s, Pro Keds’ Classic Royal was the industry leader in basketball footwear. In fact, many famous NBA players were known to wear Royal shoes during their athletic career heydays. “Some of these athletes include Kareem Abdul-Jabbar, Nate “Tiny” Archibald, Pete “Pistol” Maravich, Bob Lanier, and Bob Love” (Payne). By the end of the 70’s, Pro Keds represented the biggest names in basketball and many other sports. It also became the footwear of choice of the hip hop community in New York City because of its reputation as the “only sneaker with style”. By 1979, the Stride Ride Corporation acquired Keds and their sister brand, Pro Keds.

“If Levi's is considered the brand name for classic basic jeans, Keds could be considered the quintessential brand in the realm of classic basic sneakers” (Makofsky). In over a century, Keds have managed to hold their own in the rapidly-changing world of fashion footwear. They have managed...