Taylor Swift is the embodiment of youth, bravery and springtime — at least, that’s how some brand managers see her, as she’s been re-enlisted this year as a face promoting a spring-oriented campaign for Keds sneakers.
Swift began a relationship with the 98-year-old brand in 2012, with a series of red sneakers that aligned with her then-new album Red and her upcoming Red Tour (today, the brand still gets an exclusive tab on Swift’s website). The ads at that time were built around a concept of female empowerment, with ad copy referencing “brave girls” and Swift out front as perhaps the “brave”-est of them all. Ads reportedly featured Swift quotes that included empowering phrases such as “don’t change,” “take chances” and “trust yourself.”
The new sneaker campaign is kicking off with print ads that again feature Swift and her fellow “brave girls” (or “bravehearts”), coupled with more inspirational messaging. “Welcome, brave girl. Create your own happily ever after,” the copy reads on the Keds site bravehearts.com. A new video ad has also been released on the Keds Bravehearts YouTube channel.