I don’t own a pair of Keds, but that’s about to change…
Saturday, June 26th, 2010On June 24th 2010, the all-American sneaker Keds announced its sponsorship of the Whitney Museum of American Art. In celebration of this sponsorship, Keds launch of the KedsWhitney Collection that will feature designs by celebrated conceptual artist Jenny Holzer printed on the iconic Champion® style shoe.
Holzer, who has exhibited work during the famed Whitney Biennial, is known for using words and political phrases in a range of media such as LED signs, stone benches, T-shirts and grand-scale light projections in public spaces. For the KedsWhitney Collection, she has created a fresh take on the Keds classic Champion® silhouette by drawing inspiration from her own designs. Jenny Holzer’s limited-edition styles will feature a phrase from one of her signature text series, Survival: PROTECT ME FROM WHAT I WANT applied to the Champion®, expected to retail in the range of $70 – $75 per pair. The shoes will be available at select Bloomingdale’s stores nationwide and online. The good part: All Keds’ profits from Jenny Holzer’s line will directly benefit the Whitney Museum of American Art.

Usually a skeptic of corporate intentions behind cause-related marketing, it was odd to find myself raving in full support about this particular project. Most likely my admiration for Holzer’s work and the many visits to the Whitney have naturally made me an easy target for this particular product. Although I have never bought into any other cause-related marketing campaign before, I truly believe in this unique and utterly brilliant collaboration.
Given the three strong corporate players, this project has the potential to reach new audiences, promote Holzer’s work, generate funding for the Whitney Museum- and, most importantly, bring art into people’s everyday lives. I also enjoy the fact that having dozens of people boasting punchy Holzer phrases across the U.S. fits neatly into Holzer’s overall artistic intent.
Keds will continue the collection in the Fall with artists Laura Owen and Laura Owens and Sarah Crowner, also two Whitney Biennialists. A portion of the sale profits will also go to the Whitney Museum. The more I think about the project, the more I like it. So, mark your calendars for the release on July 8th,2010 —I have a feeling these sneakers are going to be museum-worthy.















