Since 1916, the Keds brand has symbolised the American lifestyle — simplicity, relaxation and a casual attitude are at the heart of its philosophy. From day one, Keds attracted attention with the forever legendary feminine model Champion, which has withstood the test of time with a perpetual freshness. Then, in 1936, the Keds brand enhanced its collections with a men’s range, before launching the Pro-Keds line designed for basketball players in 1949. Around 1950, Keds shoes became must-have items, and it is this very brand which invented the word “sneaker” to describe the furtive noise of its famous sole made from vulcanised rubber. Lace-up, elasticated, heeled, flat or hi-top, fastened or open, the Keds sports shoe is now available in an almost infinite range of shapes and colours. A gay spirit full of simplicity, which can seduce starlets, fashionistas, sporty girls, sporty blokes one and all… in short, anyone, male or female, who lives life to the full!n.