In 1916, the Keds brand was introduced by the U.S. Rubber Company as the first national athletic and lifestyle footwear brand. At this time, the shoes were called sneakers, a term invented in late 1916 by Keds advertising agency because the rubber soles made the shoes quiet. Worn by fashion icons, leading actresses, Olympic soccer players and scores of national and international tennis champions, Keds has been a symbol of classic style and performance innovation throughout the 20th century. Today, Keds has a myriad of fun, fresh styles from the classic champion sneaker and sportier sneakers, to ballet flats and wedges. The future for Keds will continue to bring fashionable styles that are stylish and sophisticated and that have innovative advancements in performance, materials and prints.