Fila Korea Relaunches US Brand Keds in Korea

Nationwide Opening of Over 10 Standalone Stores Planned

[Asia Economy Reporter Yujin Cho] The 105-year-old brand Keds will meet domestic consumers in a renewed form in 2021 through Fila Korea.

Fila Korea (CEO Geunchang Yoon) announced on the 6th that it has acquired the Korean distribution rights for the American brand Keds, known as the originator of sneakers, and will officially launch the Keds brand by opening exclusive stores starting this month.

Last year, Fila Korea obtained the distribution and licensing rights for Keds and its sub-brand Pro Keds in the Korean market from Keds' headquarters Wolverine Worldwide, located in Michigan, USA. Accordingly, from January this year, Fila Korea holds the exclusive license rights for shoes, apparel, and accessories under the Keds and Pro Keds brands in Korea, officially relaunching the Keds brand domestically.

Keds, a sneaker brand born in the United States in 1916, is known as the originator of sneakers to the extent that the soft, silent rubber sole of Keds shoes was called a "sneaker," which became the foundation of today's sneakers. Various Keds shoes, including the iconic "Champion Sneakers," continue to be loved by consumers worldwide.

Previously available mainly through select shops in Korea, Keds is reborn under a new strategy starting January 2021 by opening brand stores in major fashion districts nationwide, officially engaging with domestic consumers.

In particular, most of the Keds products sold in Korea will be planned and produced by Fila Korea itself. Starting with the first domestic launch of apparel categories, the plan is to reposition Keds as a more attractive and popular brand in the Korean market through diversified product development tailored to body types and preferences.

Keds will expand its product lineup to include apparel and accessories, led by shoes that embody originality. For shoes, in addition to iconic models like the "Champion Sneakers" and "Kickstart" canvas shoes, the lineup has been expanded to include leather shoes, slip-ons, and slippers, considering various consumer tastes and needs.

Keds apparel, available only in Korea, consists of outerwear, sweatshirts, T-shirts, and knitwear, featuring designs that reflect the brand's unique minimalistic sensibility, offering diverse styling options. Accessories such as hats and bags that highlight Keds' distinctive personality have also been released to broaden consumer choices.

By operating distribution channels that cover both online and offline, the consumer purchase touchpoints will be expanded. Starting with the opening of the Keds Suncheon store on the 6th, additional Keds retail shops will open in major fashion districts nationwide throughout January, including Cheongju Seongan-gil, Jeonju, Yeosu, and Daejeon (Fashion Island), followed by locations such as Hongdae Exit, Shinsegae Department Store Main Branch, Gangnam, Uijeongbu, and Hanam in February. The official Keds online store has also been separately launched.

Additionally, actress Kim Sae-ron, recognized as a representative of Generation Z, has been selected as the exclusive model for Keds. The official launch and release of the main visuals have garnered a strong response, and going forward, various activities showcasing Kim Sae-ron and the brand's charm and individuality will be carried out to actively communicate with consumers.

A Keds representative said, "We consider it very meaningful to newly introduce a long-loved, traditional brand to domestic consumers," adding, "In line with our corporate policy that prioritizes consumers, we will continue efforts to present differentiated products that satisfy consumers while communicating in special ways."

This content was produced with the assistance of AI translation services.