As millions of hopefuls showcase their talents (and lack of) before the US and UK nations in the latest season of The X Factor, a proven singing star has landed a rather stylish endorsement deal. Grammy award-winning singer, Taylor Swift has been unveiled as the new face of American footwear brand, Keds as part of a multi-year partnership.
Selecting Swift for her unfailing determination and universal appeal as a role model for girls everywhere, Keds is marking the collaboration with a new limited edition pair of its most iconic sneaker style, offering its signature Champions in red, in homage to the singer’s fourth studio album, Red, due out on 22 October. “Taylor has become an inspiration to millions and a shining example of what can happen when you set your mind to something,” said Keds® Brand President Rick Blackshaw. “Keds resonates with bold, unique girls who are brave enough to be themselves. This understanding is the most important thing we share with our fans, and we’re committed to helping girls everywhere look great but feel even better.”
The partnership also sees the launch of a new multimedia campaign, targeting the brand’s youthful and social media-driven audience. Via video content, the brand hopes to encourage young women to share their own stories of strength and perseverance to inspire and motivate one another. “The Keds team has amazing plans for the brand in 2013, and the company is investing deeply behind them,” said Gregg Ribatt, President & CEO, Performance & Lifestyle Group. “We’re thrilled that Taylor is a part of this exciting time.”
Sharing her own thoughts on this stylish new venture, Swift said: “I’m so excited… I’ve been a fan of Keds for years because they have two of my favourite elements of great style – they’re classic and effortless.’ The limited edition red Champions will be available to buy at Ked.co.uk and Keds.com from 22 October. (I wonder if they do them in baby size?!)