In an effort to inspire a new generation of sneakers consumers, the 100-year-old US footwear brand is planning a tour of nice college campuses in nine cities. A 32-foot travelling shoebox will house multimedia exhibits, including a touchscreen kiosk whereby students can create customised Keds, purchase them on the spot and enter a shoe-design competition called 'How Do You Do Your City?'.
Activities on campuses and on Twitter will further expand on the 'How Do You Do?' slogan. Keds is sponsoring a segment called 'How Do You Do Charity?' where users can earn $1 per Twitter post for an art-based charity by describing what inspires them about their city and tagging it #HDYD. Local artists will then create giant murals inspired by the Twitter posts. Sponsored catwalk shows will feature local models wearing Keds shoes and locally-designed clothes and 'How Do You Do Music?' will include performances from local music acts.
Kristin Kohler Burrows, president of Keds Group, said, 'As people go through identity crises, so do the brands,' and added that one of the goals of the campaign was to 'awaken people to the fact that [Keds] is an iconic brand.'