'People feel much more connected to the brand, because they're part of the advertising, in reality,' says Darren Paul, co-founder of the Night Agency, a social-media-marketing consulting group that worked with Keds on the Collective.'Ĭontributing to Keds' advertising initiative or not, it's a fun tool and offers interesting possiblities (Etsy store perhaps?). San Juan (one of the participating fans), for instance, has posted her Keds designs on Facebook and is adding a Keds link to her Web site. Social media can turn those custom sneakers into an advertising juggernaut when the designers-you and me-proudly holler about them from the rooftops of the Internet. (Prices differ depending on the designs.) But the true riches are in the marketing. Custom products sell at a slight premium over regular items, but they cost more to produce, too. Of course, companies like Keds won't get richer selling one pair of shoes at a time.

But the patterns, embellishments, trim, color and other details can be chosen from a palette or, in some cases, uploaded and incorporated into the factory system. The shoes don't permit total customization the fit is uniform.

' The program involves a 'wholesale business-model change' for Keds, says the company's president, Kristin Kohler Burrows: 'Marketing has evolved into a conversation with the consumer.' The best part? You can sell your designs through Keds Collective. You can choose from hi-tops, lo-tops or slip-ons, with prices ranging from $50-65. Of late, Zazzle has partnered with Keds to offer something a bit more interesting- design-your-own sneakers. You can design-it-yourself, or choose from Zazzle's library of available designs. You may have already heard of Zazzle, an online service that allows you to print on a variety of goods (tees, mugs, posters, etc.).

Design my own shoes app