Footwear company The Stride Rite Corporation has reacquired the rights to its licensed Pro-Keds brand from hip-hop mogul Damon Dash.
The move marks a switch in strategy for the footwear brand, which will also include a redesign, product enhancements and the creation of limited-edition collections to mark its 60th anniversary next year.
Stride Rite has also indicated that it will move the brand into a more premium positioning, targeting particular distribution channels and initiating a marketing campaign targeting trend-setters.
"We thank Damon for his partnership and efforts on the Pro-Keds brand over the past few years, and we look forward to relaunching the brand under the Stride Rite organisation to maximise the brand's full potential," said Gregg Ribatt, president and CEO at Stride Rite.
"We plan to tap our archives and re-issue the classic styles with fresh new design details, and to build on the brand's vintage position with a new brand image. We believe there is a strong market out there for shoes that combine old school roots with contemporary styling."
Stride Rite said the new Pro-Keds men's collection would "refresh" classic styles with new materials, colours and other trend details.
The shoes will retail initially at US$50-80, and will be available in November, with a wider collection to follow next spring.
Sectors: Footwear
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