MILAN — Leave it to two experienced executives and entrepreneurs to revive a storied American footwear brand with the injection of finely tuned and skilled Italian craftsmanship.
Patrizio Di Marco, former president and CEO of Gucci and Bottega Veneta — together with Jay Schottenstein, U.S. retail veteran and founder of American Eagle Outfitters and DSW — are rekindling Pro-Keds.
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Wolverine World Wide Inc. sold Keds to Designer Brands Inc., the parent company of footwear retailer DSW, in 2023. Following this acquisition, Schottenstein partnered with Di Marco to establish Pro-Keds International and set in motion a global relaunch of the brand.
Keds was founded in 1912 in Boston, and Pro-Keds was first launched in 1949 as part of the US Rubber Company, a pioneer in the footwear industry.
Pro-Keds was conceived as performance footwear for top athletes and quickly gained recognition in basketball, American football, running and tennis, worn over the years by the likes of Michael Jordan, Magic Johnson, Kareem Abdul-Jabbar and Pete Maravich.
It was the official shoe of the five-time NBA champion Minneapolis Lakers, now the Los Angeles Lakers. In the NFL, the brand was worn by the championship-winning New York Jets defense, and on the tennis court by star Manolo Santana.
“Inspired by its 75-year history and the wealth of its archive, Pro-Keds has been reimagined as a timeless product positioned between sportswear and luxury,” said Schottenstein. “Part of its production takes place in Italy, bringing together decades of heritage with the latest innovations in product design. This new chapter begins with a focus on quality, premium materials, and future-forward techniques, ensuring the sneakers remain true to their roots while evolving for today’s world.”
The brand became an early streetwear must have in the 1970s and 1980s as hip-hop artists and dancers adopted its designs.
“It’s about passion, dedication, and authenticity. Being a Pro isn’t just about extraordinary results in sports — it’s about living life with commitment and purpose, no matter the spotlight,” said Di Marco. “Pro-Keds honors those who chase their passions with the same innovation and drive as great athletes and professionals. It’s less about scrolling on your phone, and more about living.”
The new collection is season-less and unisex. The first drop will launch in early March, introducing three styles: Royal II Orbit Hi; Royal II Orbit Low, and Royal Intrepid.