KEEN's story begins in Portland, Oregon, where dreams become design, and where the passionate crew roll-up their sleeves to create lifestyle performance footwear. Wide a widely successful history in the outdoor segment and loyal consumer base, The dFm is in charge of introducing the brand to a millennial audience and discover unexplored authentic connections that amplify the brand's strong DNA.
strategy public relations/social/influencer engagement creative experiential
Multi-tier: To successfully introduce the brand to a new market, the dFm focused on initiatives such as influencer seeding and experiential opportunities which pave the way for a strong PR story + push. The result: profound impact and substantial ROI.
The dFm introduced KEEN UNEEK to the streetwear genre by placing it with online publications such as High SnobiEty and Hypebeast. We continue to gift tastemakers in the creative, fashion and outdoor fields with the UNEEK shoe to amplify and encourage further brand engagement.
The dFm introduced and secured photographers Aaron Brimhall and Jun Song to lead the Citizen KEEN Campaign. We personally picked both photographers to uphold the ethos of the company while introducing consumers to the moto world.
To drive brand awareness among consumers The dFm has excuted several experiential activations for KEEN. We brought the sandal/sneaker hybrid to The dFm Coachella House (2016) to organically seed product that later made its way to the festival grounds and led to culturally relevant content.
In honor of KEEN's commitment to creativity, the dFm produced KEEN UNEEK: a Gallery of Self-Expression. The gallery-style art show and data viz art installation also celebrated the UNEEK shoe and the launch of the UNEEK 02.