Keds rolled out a nine-city “How Do You Do?” mobile tour to introduce its iconic footwear to the millennial generation. Besides touting its shoes, the tour connects with college students through creativity and art, showcasing the local arts scene at each stop. The tour launched March 18 at Style X at SXSW in Austin and concludes May 7 in Boston and hit various colleges and universities along the way.
Online elements include a Keds website, twitter handle and Facebook page. A 32-foot trailer designed as a shoe box, which opens up to become a Keds gallery at each stop, is the centerpiece of the tour. The brand’s history is depicted on a timeline on the floor and Keds’ classic white Champion shoes hang from the ceiling. Videos on interactive touch screen maps depict local artists and charity partners, who also are showcased on the back wall where their mission is displayed on blue Keds boxes filled with art supplies.
