Hip-Hop Clothing Mogul Damon Dash Loses Pro-Keds Licensing Rights

Article written by: SoJones
Posted on: September 7, 2008

The Stride Rite Corporation announced today that it has reacquired its rights to the PRO-Keds® brand from licensee and hip-hop mogul Damon Dash and will bring the brand back in-house as part of a new strategic direction for the PRO-Keds business.

The new brand strategy includes a brand re-imaging leveraging the PRO-Keds strong heritage, product enhancements to classic styles with fresh materials, colors and other trend details, as well as commemorative limited-edition collections to celebrate the brand’s 60th anniversary. The plan also involves a premium positioning within selective distribution channels and a marketing campaign targeting trendsetters.

“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 organization to maximize the brand’s full potential,” said Gregg Ribatt, president and CEO of Stride Rite. “PRO-Keds is a heritage brand and a true American Classic. 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.”

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