We all know the saying that trends fade but style endures—but what does that really mean? True style isn't about chasing what's new. It's about choosing pieces that outlast seasons, transcend generations, and remain just as relevant today as they were decades ago.

But how does one create a piece that stays timeless? The answer lies in listening. Brands and designers that stand the test of time are those that understand what people truly want. Few have done this better than American footwear brand Keds.

Founded in 1916 by the US Rubber Company, Keds redefined footwear with one of the world's first mass-marketed canvas sneakers. Its rubber-soled canvas shoes also helped popularize the term "sneakers," thanks to their quiet, flexible soles. From the very beginning, the brand's goal wasn't simply to disrupt the footwear industry—it was to make the "modern lady look her best when she feels her best."

One of its hero designs, the Champion, has long embodied Keds' spirit of women's empowerment. With its clean canvas upper, rubber outsole, and understated silhouette, it has outlasted countless fashion cycles, proving itself to be one of the most dependable wardrobe staples. But beyond its timeless design, the Champion represents something greater. For generations of women, it has been a symbol of freedom—encouraging them to move with confidence, explore new paths, go further, and embrace life on their own terms.

As part of its 110th anniversary celebration in the Philippines, Keds welcomed women to The Villa, Corner House in San Juan City on July 31 to celebrate the Champion's remarkable journey—from its humble beginnings as a canvas sneaker to its status as a symbol of women's empowerment.

Before evolving into the sleek silhouette we know today, the original Champion debuted as a low-top white canvas sneaker with a vulcanized rubber sole. Its design was defined by clean lines, understated details, and effortless versatility. When the Champion was introduced, most everyday shoes were made of leather with hard soles. Its combination of a canvas upper and rubber outsole made it lighter, quieter, and more comfortable than conventional footwear. This practical design helped establish the sneaker as an everyday essential rather than just athletic gear, laying the foundation for the modern casual sneaker.

While it was designed for the everyday woman, the Champion also captured the attention of some of the world's most influential style icons. Among them were Marilyn Monroe, Audrey Hepburn, and Japanese multimedia artist Yoko Ono, who famously wore a pair of Keds during her honeymoon with John Lennon, cementing the sneaker's place in fashion history.

Soon enough, the Champion made its way from the streets to the screen, becoming the sneaker of choice for memorable female characters in film and television. It appeared in “Dirty Dancing,” where Frances "Baby" Houseman, played by Jennifer Grey, famously wore white Keds throughout the film's dance rehearsals. Years later, the Champion reappeared in the coming-of-age classic “Now and Then” and became a familiar sight in television favorites such as “Saved by the Bell” and “Beverly Hills, 90210,” further cementing its status as a pop culture icon.

To mark its next chapter, Keds is unveiling a refreshed Champion collection that builds on the timeless appeal of the original. The lineup introduces contemporary interpretations, from the water-repellent Champion Splash Coated Canvas to the easy slip-on Rillax Champion, proving that even after 110 years, a classic can continue to evolve without losing sight of what made it iconic in the first place.