Keen has hired Verde Brand Communications as its public relations and brand communications agency of record.
The partnership follows an infusion of new leadership at the brand, including President Steve Meineke and VP of Creative Michael Minter. Verde, which represents dozens of active outdoor brands, will be called on to help Keen get out its message on several front, including its commitment to U.S. manufacturing, its just launched Uneek sandal collection (pictured at right), a growing focus on its
Hybrid.Care giving programs, and its new Innovation Lab in Portland.
“Verde is a natural partner for Keen as we expand our direction, product offerings, and give-back programs that lead the way in defining our brand,” said Meineke. “As we grow, Verde’s experience, integrated approach to brand communications, and depth of resources will elevate our brand’s influence and complement our growth trajectory as we deepen connections with our current fans and reach out to future Keen fans.”
Working with Verde, Keen will unleash integrated tactics and strategy to amplify the brand’s visibility and engagement through passion-driven creative brand storytelling and fresh product collections.
Tapping into a dedication for doing the right thing, organization stories, and people that drive change, the Keen Effect program will be a highlighted area of focus for Keen. Started in 2014, fan-activated Keen Effect awarded $100,000 to 25 non-profit organizations to help increase responsible outdoor participation. In its inaugural year, the program funded projects that allowed almost 24,000 people to get outside in over seven countries around the world. Verde will help Keen bring these amazing stories to life and will build exposure for all the funded projects in 2015.
“Keen is nothing short of a legendary brand and they are just beginning their second decade. The company continually surprises its fans and followers with amazing product and inspiring ways to give back,” said Kristin Carpenter-Ogden, Founder and CEO of Verde. “We are excited to work with the great people at Keen, and to mark our partnership, Verde will be offering complimentary communications training to the 2015 Keen Effect grant recipients, as well as public relations support to one lucky grantee-as a value add of Keen.”
