Keen Inc. has begun its Kids’ ‘Mighty KEENdom’ initiative, which will seek to engage kids and parents in the outdoors through a variety of programs including charitable giving and education.

During 2009, Keen will donate one dollar to the National Wildlife Federation for every pair of kids and infants Coronado shoes sold in the U.S. The Coronado, an eco-friendly shoe featuring recycled aluminum eyelets, a recycled PU and cork footbed, natural canvas and vulcanized construction that uses fewer adhesives, comes in three bright colorways, each of which showcases a different endangered animal.

National Wildlife Federation is America's largest conservation organization, inspiring Americans to protect wildlife for our children’s future, and encourages kids to get outdoors through its Green Hour program.

American children have become almost totally disconnected from nature. Outdoor time for kids has decreased by more than 50%, while their average time spent inside looking at electronic media has expanded to more than six hours daily. Together, Keen and National Wildlife Federation are committed to reversing this disturbing trend by increasing public awareness of the importance of unstructured, outdoor play.
Keen Director of Development and Design Kelly Wallrich notes, “We wanted the Coronado to be more than just animal images on Kids shoes. This is a fun, colorful way for children to become aware of wildlife conservation and to know that their shoes helped conserve and protect wildlife”.

“Teaming up with Keen, a company committed to promoting active outdoor lifestyles, is an ideal partner to help spread our message of connecting people with nature,” said Tony Summers, director of production and licensing for National Wildlife Federation.  “Together we hope to reach Keen customers and instill environmental and wildlife awareness with the next generation of outdoor enthusiasts.”

In addition to supporting NWF, the Keen website will feature content designed to teach kids about endangered animals and wild places, and will include games designed to facilitate exploration of the outdoors-from mountains and canyons to their own backyards.