Cult US trainer brand Pro Keds is being reintroduced in the UK next month for the first time in nearly 20 years. Its look, feel and launch material is by Olly.uk.com.
Following its appointment as creative consultancy to the brand, Olly is creating all marketing and publicity literature for the proposed 21 February launch. The work carries a five-figure fee.
Olly is also creating guidelines designed to establish a consistent look and feel for the brand, which Pro Keds will use in all future marketing of the trainers as it introduces different designs, says Olly creative director Oliver Walker.
He describes the material as a ‘kit of parts’ for Pro Keds.
Work will include a bank of images by photographer Kent Baker, colourways and typefaces, details of which are under wraps.
The consultancy won the work through a previous project with Pro Keds and its reputation for design work in the music industry generally, Walker claims.
‘Pro Keds originally had strong associations with basketball, American football and tennis from the 1930s onwards, but was adopted much later by underground music movements, including Northern Soul and Hip Hop,’ he comments.
The brand aims to attract ‘creative individuals’ and associate itself with brands such as vintage Levi’s, he adds. Olly’s creative work borrows images from the brand’s heritage.
Pro Keds creative manager Europe, David Butler, says, ‘We are trying to re-establish the brand in Europe and satisfy demand for the product as a classic, but not stuck in the past.’
Pro Keds will focus on its music industry roots to re-establish it in the UK and Europe. The first three shoe designs to launch include Royal America Lo, Royal Master Plus and Court King.