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In The News: Keds, Tyr Sport, PUMA, OrthoLite, Skechers


Keds, which Designer Brands recently acquired from Wolverine Worldwide, announced a brand refresh, including an updated logo in a new blue hue, a revised brand platform centered around “self-expression and the joy of dressing,” and modern brand messaging that expresses the Keds core values of “optimism, inclusion, authenticity, and play.” Keds is also launching a new collection inspired by the iconic Keds Champion.

Tyr Sport has been named the official footwear and eyewear partner for the 2023 SBD World's Strongest Man (WSM) competition, which kicks off in Myrtle Beach, South Carolina on Wednesday, April 19. As an official partner, TYR Sport will feature a pop-up retail space within the WSM Fan Zone. Tyr’s footwear collection includes running shoes and fitness shoes designed for training and lifting.

PUMA has launched a new sustainability initiative called Voices of a RE:GENERATION that will give a “seat at the table” to four, young, environmentalist voices from across Europe and the U.S. over a year-long period. Throughout 2023, the group will meet with Anne-Laure Descours, PUMA’s Chief Sourcing Officer, and PUMA’s Sustainability team to collaborate and present their honest views. The team will explore actionable ways that feedback can be implemented within PUMA’s business and sustainability strategy and use the voices’ platforms to communicate PUMA’s efforts transparently and authentically to the world.

OrthoLite’s Cirql foam material for footwear was named a finalist in the “Best Sustainability Initiative of the Year” category by the U.K.-based Drapers Footwear Awards 2023. OrthoLite Cirql, in a partnership between the Amherst, MA company and Novamont, an international developer and maker of biodegradable and compostable bio-products, will be available to OrthoLite’s 500+ footwear brand partners and factory stakeholders later this year.

Los Angeles Dodgers pitcher Clayton Kershaw’s latest Skechers commercial offers a humorous take on Kershaw discovering the ease of the brand’s Hands-Free Stretch Fit Skechers Slip-ins footwear. Skechers first teamed up with Kershaw in 2020 for a multi-year partnership where he’s since appeared in global marketing campaigns for Skechers, collaborated with the brand on several styles, and donned custom Skechers baseball cleats on the field. View a clip of the commercial below: