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Press Releases

KEEN, Inc. Unveils Brand-New Website

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New showcases innovative omnichannel eCommerce platform

PORTLAND, Ore. (May 2, 2017) KEEN, Inc. (KEEN), the values-led, independently owned outdoor and lifestyle footwear brand known for its original and versatile products, is proud to announce the official launch of its redesigned website, The project was a collaboration with San Diego-based brand strategy and digital design agency BASIC. The new website connects the KEEN community’s passion for the outdoors through a new eCommerce destination that engages fans through rich content and storytelling across its Outdoor, Utility and Kids businesses.

“The products KEEN makes are all about versatility and quality,” said John Evons, Vice President of Global Digital Commerce at Fuerst Group, Inc., parent company of KEEN. “There’s a deep soul and passion to why we do what we do here, and the new KEEN website showcases an attention to detail that matches how we view quality and craftsmanship in what we build.”

The redesigned features a new site framework, global design language, and brand communication strategy focused on expressing who KEEN is and what KEEN stands for through bold imagery, graphic textures, and unexpected moments using dynamic content across the entire site.

Two key standout features of the new KEEN website are the organic and guided experiences that visitors to can partake in. Immersive storytelling and contextual product navigation are the main elements of the organic experience. The guided search experience ensures visitors find what they are looking for in an intuitive manner. The new eCommerce platform on acts as a guided shopping experience that encourages users to explore products and content in a branded manner.

The entire site is designed responsively with adaptations to the user journey across mobile, tablet, and desktop devices, providing an optimum browsing experience while maintaining the primary features and site content regardless of form factor. A mobile-centric approach to navigation streamlines the browsing and shopping experience for KEEN fans that are constantly on-the-go.

“It’s been an amazing opportunity to work with the internal team at KEEN and challenge each other to continue to push new ideas forward,” said Matt Faulk, BASIC CEO and Executive Creative Director. “Together, we were able to create a new shopping experience that focuses on humanizing their brand personality while expressing their purpose-driven attitude through the entire path to purchase.”

The launch of the new KEEN website showcases a brand-first online shopping experience that bridges the gap between purpose and products through content and storytelling. The goal from the onset of the redesign project was to reimagine KEEN by creating an eCommerce experience with products and content based around their active lifestyle.

Please direct KEEN media inquiries to Senior Account Manager Greg Fitzsimmons at


About KEEN: KEEN, Inc. is a values-led, independently owned outdoor footwear brand from Portland, Ore. with a mission to responsibly create original and versatile products, improve lives, and inspire outside adventure. Founded in 2003, KEEN ignited a revolution in the footwear industry with the introduction of the Newport sandal, launching the concept of Hybrid footwear into the market and setting KEEN on a path of driving consistent product innovation that exists today. KEEN strives to live by its values, from its products to its actions, and by activating communities and individuals to protect and preserve the places where we work and play. KEEN employees passionately endeavor to live fulfilling lives, challenge the status quo, do good, give back, and inspire others. Learn more at

About BASIC: BASIC is a brand strategy and digital design agency that brings brands and culture together. Creating on the principle that culture drives commerce, BASIC leverages shared values and ideals to inform strategy and design, making digital experiences that inspire human interaction.

With a growing client list of the world’s leading passion-brands, BASIC specializes in millennial insights, strategy-driven and design-led brand development, user experience and digital innovation. 2016 awarded BASIC 7 Webby Award Recognitions, including shopping site of the year, best practices finalist, as well as honoree awards for mobile shopping and three other categories. BASIC also earned two site of the year recognitions at the 2016 OMMA awards in the fashion and retail categories. Learn more at

Contact: Greg Fitzsimmons
970-924-0704, ext 156