Oct 12, 2012 at 01:19 PM
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Taylor Swift Secures Sneaker Partner For Upcoming Album

Keds, the Massachusetts-based sneaker brand established in 1916, today announced a multi-year partnership with six-time Grammy winning singer-songwriter, Taylor Swift. Keds, which will tie in to Swift's upcoming album entitled "Red," says the country music star "embodies the Keds spirit, style and sensibility."

"I'm so excited to be partnering with Keds," said Swift. "I've been a fan of Keds for years because they have two of my favorite elements of great style – they're classic and effortless."

"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."

Keds will launch a multimedia campaign that encourages young women to share their stories of strength, creating a global community of brave girls who inspire and motivate each other to live their lives to the fullest. The initiative will be supported by scholarship opportunities, social media initiatives, video content, and limited edition product perfect for every part of a girl's life.

"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."

The partnership will kick off with limited edition red Champions, commemorating the release of Swift's latest album, Red, and be available for purchase on Keds.com. Red, scheduled to be released on October 22nd by Big Machine Records, is the fourth studio album for Swift.