The severe cold weather in the U.S. has caused a minor chill in sales, but pent-up shoppers will soon spring back to life, says Rick Blackshaw, President of Keds, a division of Wolverine World Wide. Keds is also partnering with Grammy-winner Taylor Swift in a major multimedia marketing effort this year. Blackshaw says Swift is the perfect spokesperson for the “Million Brave Acts” campaign due to her style and appeal in the United States, as well as international markets where Keds is seeking to increase brand awareness.
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