MILAN — Leave it to two experienced executives and entrepreneurs to revive a storied American footwear brand with the injection of finely tuned and skilled Italian craftsmanship.
Patrizio Di Marco, former president and CEO of Gucci and Bottega Veneta — together with Jay Schottenstein, U.S. retail veteran and founder of American Eagle Outfitters and DSW — are rekindling Pro-Keds.
Wolverine World Wide Inc. sold Keds to Designer Brands Inc., the parent company of footwear retailer DSW, in 2023. Following this acquisition, Schottenstein partnered with Di Marco to establish Pro-Keds International and set in motion a global relaunch of the brand.
Keds was founded in 1912 in Boston, and Pro-Keds was first launched in 1949 as part of the US Rubber Company, a pioneer in the footwear industry.
Pro-Keds was conceived as performance footwear for top athletes and quickly gained recognition in basketball, American football, running and tennis, worn over the years by the likes of Michael Jordan, Magic Johnson, Kareem Abdul-Jabbar and Pete Maravich.
It was the official shoe of the five-time NBA champion Minneapolis Lakers, now the Los Angeles Lakers. In the NFL, the brand was worn by the championship-winning New York Jets defense, and on the tennis court by star Manolo Santana.
“Inspired by its 75-year history and the wealth of its archive, Pro-Keds has been reimagined as a timeless product positioned between sportswear and luxury,” said Schottenstein. “Part of its production takes place in Italy, bringing together decades of heritage with the latest innovations in product design. This new chapter begins with a focus on quality, premium materials, and future-forward techniques, ensuring the sneakers remain true to their roots while evolving for today’s world.”
Pro-Keds Royal Intrepid
The brand became an early streetwear must have in the 1970s and 1980s as hip-hop artists and dancers adopted its designs.
“It’s about passion, dedication, and authenticity. Being a Pro isn’t just about extraordinary results in sports — it’s about living life with commitment and purpose, no matter the spotlight,” said Di Marco. “Pro-Keds honors those who chase their passions with the same innovation and drive as great athletes and professionals. It’s less about scrolling on your phone, and more about living.”
The new collection is season-less and unisex. The first drop will launch in early March, introducing three styles: Royal II Orbit Hi; Royal II Orbit Low, and Royal Intrepid.
Pro-Keds Royal II Orbit
Each design draws from the brand’s archive and features innovative Rubber Fusion technology, a patented vulcanization technique from Pro-Keds’ production partner BeSneakers, one of Italy’s most renowned footwear manufacturing companies. This unique technology fuses multiple types of rubber into a single, multilayered sole, improving durability, traction and comfort.
The second drop is set to launch in April and will comprise two additional styles: Field King and Court Ace, inspired by the brand’s legacy in American football and tennis.
Pro-Keds Court Ace
Di Marco and Schottenstein are selecting top-tier distributors around the world, bowing at Antonioli, D’Aniello, Dell’Oglio, Nugnes, Biffi, Morini, and Leam in Italy. In Eastern Europe and the Middle East, top-tier retailers such as Tsum, Ounass, and Beymen will carry the first drop. Expansion into Asia and a return to North America will follow.
Schottenstein is executive chairman and chief executive officer of American Eagle Outfitters Inc. and executive chairman of DSW-parent Designer Brands Inc. — both public companies. Designer Brands is a large designer, producer and retailers of footwear brands and accessories, including Vince Camuto.
He also has a hand in furniture with American Signature Inc., real estate with Schottenstein Property Group, winemaking through Mayacamas Vineyards, and liquidation sales, dealmaking and more with SB Capital. He was also a part of the group that backed supermarket giant Albertson’s more than $9 billion deal to buy Safeway in 2015.
After a key role in turning around Bottega Veneta over an eight-year stint as president and chief executive officer, Di Marco took the helm at Gucci in 2009, at the peak of the global economic crisis, exiting in December 2014.
He is a former executive chairman and shareholder of Golden Goose, Autry, and British streetwear retailer End. Clothing.
The making of Pro-Keds.
