Oasis and Keds celebrate shoe launch with swinging stunt

Oasis has launched its new footwear collaboration with Keds this morning (16 April) with a live swing-dancing event.

Swing Patrol performed outside Oasis on Argyll Street
Swing Patrol performed outside Oasis on Argyll Street

The stunt, which forms part of the #PerfectlyPaired campaign, featured dancers from Swing Patrol. It was held around Oasis’ flagship store on Argyll Street in London at 9.30am. 

Fisher Magee produced video content from the event. The films feature four Swing Patrol performers lindy-hoping and solo-jazz dancing, with each representing one of the four Keds by Oasis personalities.

The live event was designed to encourage shoppers in-store to try out the new range of shoe designs. Oasis’ in-house marketing team developed the stunt in partnership with Swing Patrol.

Noah Bernard, brand director of Keds, said: "Swing is about head-to-toe style, authenticity, enthusiasm and a sense of fun which are core values of the Keds fashion brand. Single and stylish, fit and fun-loving, active and attractive: members of the Swing Patrol community have acted as influential brand advocates for Keds. 

"They are young, cool, outgoing and vocal in their opinions and endorsements, both on and offline. That’s an extremely useful resource for a branded content marketing campaign. Oasis will enjoy the experience of working with Swing Patrol for the #perfectlypaired campaign."

Swing Patrol partnered with Keds last year for a series of swing-dancing events.

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