Keds Sponsors Swing Dance Events

US footwear brand Keds is sponsoring the UK’s biggest series of swing dance events. The Swing Dance Balls, organised by BBC Dragons’ Den success story Swing Patrol in collaboration with local swing dance scenes around the UK, will see thousands of dancers – from professionals to absolute beginners – swing out at large events across the nation. They are part of five weeks of activity celebrating the first tour of the UK from swing dance scene’s world ambassador, Frankie Manning. wh toured the UK from late October to November 1937, 

Keds’ sponsorship of the Swing Dance Balls is Swing Patrol’s first national sponsorship agreement, coming just three months after appearing on the TV show.

Keds’ sponsorship leverages the publicity campaign for the Swing Dance Balls, which includes regional media relations, local advertising and both Swing Patrol and Keds’ Twitter and Facebook profiles. Keds branding appears on all publicity for the balls and around the venues, and the shoe brands’ representatives promote the shoes at the events. A Keds’ selfie photo box gives ball-goers a branded memento of their lindy hop experience. 

Noah Bernard, Brand Director of Keds, said, “The awareness of the mix of classic and contemporary style of swing dancing has rocketed since Swing Patrol’s success on Dragons’ Den. It’s important that Keds recognises its place within swing culture as lindy hoppers’ shoe of choice by contributing to the community’s success. Swing is about head-to-toe style, authenticity, enthusiasm and a sense of fun – which are core values of the Keds fashion brand. Teaming Swing Patrol’s Keds wearing dancers with other dancers around the UK at the Swing Dance Balls will spread the joy of this energetic, sociable and stylish pastime.”