Keds ($83 million), the premier sneaker company, had been owned, and finally neglected, by
Uniroyal. In 1979 the company was purchased by Stride Rite ($300 million sales in 1982), considered
one of the strongest marketers in the shoe industry (with its own brand of children’s shoes, as well as
Herman’s boots and Top-Sider boat shoes). Early attempts to expand the product line and build on
the brand name were only partially successful. “I don’t know if you can take a name like Keds
uptown,” one observer commented.