KEEN introduces its first Trail Running shoe
KEEN’s connection with the natural world has lasted for over twenty years: the Portland-based brand produces durable, comfortable, and protective footwear, perfect for experiencing the outdoors. With the new Seek shoe, KEEN—distributed by NaturalLook—brings its DNA into the Trail Running segment, following an in-depth testing period that lasted nearly two years. This process involved a team of testers and allowed the brand to refine geometry and design through numerous prototypes.
Let’s learn more about the launch of the new Seek with Sara Barbieri, Brand Manager at NaturalLook for KEEN Italy.
Sara, what led KEEN to bring its outdoor footwear expertise into Trail Running?
KEEN has always been rooted in the outdoor world and for over twenty years has developed products designed to experience nature authentically and responsibly.
In recent years, we’ve seen significant growth in the Trail Running community—people who are not only seeking performance but also a connection with the environment and with others. Entering Trail Running was therefore a natural step. The brand’s goal is not simply to add a running shoe to its catalog, but to bring into Trail Running what has always defined us: comfort, protection, durability, and a more conscious approach to the outdoors.
Trail Running is a very crowded segment, with companies that have been developing technologies and materials for decades. How does KEEN plan to carve out its space?
It’s true—Trail Running is currently one of the most competitive segments in the outdoor industry. That’s why KEEN doesn’t aim to chase brands that are historically focused on pure performance. Our approach is slightly different: we want to speak to those who experience Trail Running as a 360° outdoor activity, not just as a sport. Many runners are looking for a reliable, protective, and comfortable shoe for long distances and technical terrain, without sacrificing versatility and durability. In this sense, KEEN brings its outdoor heritage into Trail Running, built on years of experience developing robust footwear designed for diverse natural environments.
What are the key features that set Seek apart and will make it appealing to the trail running community?
Seek was designed to meet the needs of long-distance runners, who demand both comfort and protection. Its strengths include protection and reliability—hallmarks of KEEN’s DNA—along with immediate comfort that allows for long runs without concerns. Not to mention durability, a crucial aspect for those who regularly engage in outdoor activities.
Are there planned marketing or communication activities to promote the product? Which markets do you expect to be most receptive?
The launch will be supported by various communication and community engagement activities. The idea is to work closely with the Trail community through product testing, run events, and collaborations with runners and local groups. This approach reflects how KEEN prefers to build relationships with its audience: starting from real, on-the-ground experiences.
Geographically, Trail Running is very strong in both the United States and Europe, with markets such as Italy, France, and Germany being particularly dynamic. We therefore expect a positive response in both regions.
In terms of positioning, will Seek be perceived as a premium product? What will its price be in Italy?
Seek is positioned in the mid-to-high segment of the Trail Running market. The goal is not to create a niche product, but to offer a shoe with a level of quality, comfort, and durability consistent with the brand’s values. The price for the Italian market will be €180.
Where will it be available for purchase?
Seek will be available at a selection of specialized outdoor and running stores, as well as through the brand’s online channels.
