KEEN Events 2025
The two events organized by KEEN last May at its premium retail partners Maxim in Rimini and Banana Moon in Bari proved to be a great success. These two in-store evenings further strengthened – and expanded – the Portland brand’s reputation in the world of outdoor footwear, as well as its relationship with its dynamic community.
Event in Rimini: Collaboration with Hiking Patrol
In the first case, the Rimini evening marked the launch of a seasonal collaboration with brand partner Hiking Patrol, for which the prestigious location of Maxim was chosen. Maxim is a high-end boutique with a carefully curated fashion image and a selection of top-tier brands. The success of the event was the result of the creative work by the agency that designed the event concept – aligned with the image of both KEEN and Hiking Patrol, as well as Maxim’s style – and an effective communication strategy that engaged fashion and lifestyle media and influencers.
Enhancing the immersive experience in Rimini were a DJ set by Klaus and a green area set up inside the store, where a performer recreated outdoor lifestyle scenes: pitching a tent, reading a book in a hammock, cooking with a camping stove. The fact that this all took place in a completely decontextualized setting made the blend between outdoor and urban worlds even more intriguing – an approach that also resonated well on social media, generating over 95,000 views.
Event in Bari: Focus on the product “UNEEK”
In Bari, the aim was to build visibility around KEEN’s hero product for the Spring/Summer season: the iconic Uneek sandal, the brand’s most recognizable footwear and one that perhaps best represents KEEN to the general public. For this reason, the venue chosen was Banana Moon, a store that is a true institution among local youth and boasts a loyal community of streetwear, sneaker, and music enthusiasts. The experiential highlight here was the opportunity for free customization of the Uneek sandal, whose upper is made of cords, laces, elastic bands, and replaceable accessories in various colors – an operation that also emphasized craftsmanship, making it feel like a creative workshop where customers could reinterpret the sandal in a fully personalized combination.
This format sparked great interest and curiosity and will likely be replicated in the future. Amplifying the event’s impact was a live DJ set by Night Skinny, a name that attracted many fans who queued patiently at the entrance and had the chance to meet him and take a photo during the evening’s meet & greet. Fifty of them, rewarded with an exclusive gift, also got it personally signed by the artist.
KEEN’s plans for the future
In the coming months, KEEN will continue to engage with those who love to combine their passion for the outdoors and style with a commitment to sustainability, through initiatives such as plogging, which combines outdoor physical activity with trash collection. This awareness and respect for the planet is no longer a passing trend, but a true lifestyle philosophy—one whose values KEEN fully embodies.
