KEEN - FROM MOUNTAIN TO STREET
By GUNG HO
STRATEGY | CREATIVE | ADS & CAMPAIGN | PR & COMMS
TRUTH
KEEN’s outdoor credentials and heritage were unmatched, however it’s credibility in the lifestyle & culture space was untapped.
TOLD BOLDLY
We developed a global creative direction that needed to be as credible on the mountain as it is in the city. This was achieved by working with credible communities that were authentic lifestyle performance consumers.
Leveraging the brand’s organic connection between fashion and outdoor functionality, we crafted a long term PR & comms strategy building engaged core communities, tastemakers and press. Via always-on PR and partnerships across all verticals, we’ve repositioned KEEN’s hero styles & collabs as a culturally iconic footwear brand.
IMPACT
45 COVERAGE PIECES PER MONTH (AVE)
22M OTS PER MONTH PER MONTH (AVE)
60+ MARKETS ADOPTED THE BRAND TOOLKIT
70 CHANNEL SPECIFIC ASSETS DELIVERED
35% SEASONAL SALES UPLIFT DURING CAMPAIGN
