Keds were introduced in 1916 by the U.S. Rubber (later known as Uniroyal, then Uniroyal Goodrich, and finally acquired by Michelin but is now owned by Stride-Rite) and was the launch of the original sneaker brand that brought it into popular culture and created a new footwear category. The very next year, the term ‘sneakers’ referred to the American Classic: the first shoe with a soft rubber sole which was so comfortable & quiet you could “sneak” up on your boyfriend or unsuspecting friends and family. This original sneaker, called “the Champion”is still a style icon after ninety years.

1924 was the year that Keds became the footwear of choice for pro tennis players during 13 tennis championships. Basketball icons and Olympic soccer champions followed in their steps and Keds became a household name. In 1926, the Triumph, which fused fashion and athletics with tweed on top of the rubber sole, was introduced to America. Again, it’s such a hit that it’s the shoe associated with the typical all-American teen that had the energy to study all day and dance all night.

The New Scientific Lasts and the New Keds Shockproof Insoles of air-filled, shockproof sponge rubber were introduced in 1934.  The revolutionary invention cushions the feet and absorbs jolts and jars, making Keds the number one choice for comfort.

Women started clamoring for more than just smaller sizes of the men’s shoe so in 1938, Kedettes for ladies started production. These were the first high-heeled shoes with a comfortable, shock-absorbing rubber sole and many ladies started to choose them over traditionally constructed leather walking shoes. Suddenly, seeing sneakers on women wasn’t something outrageous anymore.

PRO-Keds debuts the Classic Royal for more serious athletes like George Mikan (AKA Mr. Basketball) in 1949. Following the success of previous years, they become a court staple and an inner city fashion accessory on playgrounds, public basketball courts, and during streetball games nationwide.

The “Natural Support” cushioned insole is launched in 1951 after Keds teamed up with Frank Leahy and a revolution in shoe construction starts.

In the 1960s Keds is the “in” shoe of all time when icons like Audrey Hepburn, Greta Garbo, Katharine Hepburn, Marilyn Monroe and Jackie Kennedy Onassis are spotted wearing the shoe on screen and off. Suddenly, every woman in America wants a pair of Keds and the casual wardrobe becomes acceptable. It becomes common for more and more women to wear pants – with a pair of Keds, of course.

The 1970s was the decade for the men when basketball greats Jojo White, Kareem Abdul Jabbar and Nate Archibald choose PRO-Keds for their on-court shoes. Now men are making the shoe part of their everyday wear. It becomes the shoe of the decade when the ‘Royal Master,’ worn by “Pistol” Pete Maravich, Jojo White, and Nate “Tiny Archibald” start endorsing the now-iconic sneakers. It’s also become a key shoe on New York City playgrounds.

It continues on in the 1980s as the “it” shoe to be worn with shorts, skirts, leggings, and slouch socks. Constantly seen on popular TV shows like Happy Days, Saved by the Bell, Full House, Step by Step, and 7th Heaven, Keds’ popularity spreads beyond America and takes over the rest of the world. Now consumers of all ages, men, women, and children think of Keds as a ‘must-have.’ When the iconic Sugar Ray Leonard becomes the spokesperson for PRO-Keds in 1981, its status as the coolest shoe of all time is cemented into pop culture.

The 1990s were a rather slow year for Keds because of a backlash against the 80s “me generation” until 1997 when  Haute Couture met aging icon. Todd Oldham and Lily Pulitzer add designer flair to limited-edition Keds shoes and the shoes are “in” once more.

The current decade saw Keds becoming mainstream yet again. In 2004, Keds went Pink when it teamed up with the Breast Cancer Research Foundation and became known as shoes with conscience. Mischa Barton became the face of Keds on the “be cool” ad campaign the very next year and the iconic sneakers struck a chord with Generation Y.

2006 was the year classic went rock and roll when Keds partnered with poster designer Eleanor Grosche to create shoes that rock where you walk. To celebrate that rock and roll vibe, Keds sponsored the Aussie music group “The Veronicas” to cement the tie with the MTV generation.

In the next 3 years, Keds collaborated with Nanette Lepore to create a fun, flirty line of women’s Keds and that also kicked off Keds Studio which allows you to design Keds that belong to you alone with a choice of colors, graphics, photos, and text! Then, leading fashion store Jeffrey NY collaborated with Keds to make them the shoe to have once more. The next project, Keds Green, featured organic cotton shoes with recycled leather soles and shoelaces and non-toxic inks and dyes.

All this was in preparation for 2010, when Keds celebrates with the Century Collection by releasing a shoe inspired by the history and fashion of each decade. The 1910 “Take Flight” leather and washed sateen sneaker that was released in January totally gives a turn of the century, new Industrial Revolution feel.

Now an American icon reborn, Keds inspires a new spirit, showing off American style and its youthful optimism, the pull to collaborate, and the call to togetherness. Keds is definitely the shoe for the next generation.

Purchase your own pair of Keds right now!

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1. Keds x Jeffery
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3. Keds x Alice + Olivia