Keen Unveils New Website

Keen Unveils New Website

Keen Inc. has launched its redesigned website,

The project was a collaboration with San Diego-based brand strategy and digital design agency BASIC. The new website connects the Keen community’s passion for the outdoors through a new e-commerce destination that engages fans through rich content and storytelling across its Outdoor, Utility and Kids businesses.

“The products Keen makes are all about versatility and quality,” said John Evons, vice president of global digital commerce at Fuerst Group Inc., parent company of Keen. “There’s a deep soul and passion to why we do what we do here, and the new Keen website showcases an attention to detail that matches how we view quality and craftsmanship in what we build.”

The redesigned features a new site framework, global design language, and brand communication strategy focused on expressing who Keen is and what Keen stands for through bold imagery, graphic textures, and unexpected moments using dynamic content across the entire site.

Two key features of the new Keen website are the organic and guided experiences that visitors to can partake in. Immersive storytelling and contextual product navigation are the main elements of the organic experience. The guided search experience ensures visitors find what they are looking for in an intuitive manner. The new eCommerce platform on acts as a guided shopping experience that encourages users to explore products and content in a branded manner.

The entire site is designed responsively with adaptations to the user journey across mobile, tablet, and desktop devices, providing an optimum browsing experience while maintaining the primary features and site content regardless of form factor. A mobile-centric approach to navigation streamlines the browsing and shopping experience for Keen fans that are constantly on-the-go.

“It’s been an amazing opportunity to work with the internal team at Keen and challenge each other to continue to push new ideas forward,” said Matt Faulk, BASIC CEO and Executive Creative Director. “Together, we were able to create a new shopping experience that focuses on humanizing their brand personality while expressing their purpose-driven attitude through the entire path to purchase.”

The launch of the new Keen website showcases a brand-first online shopping experience that bridges the gap between purpose and products through content and storytelling. The goal from the onset of the redesign project was to reimagine Keen by creating an eCommerce experience with products and content based around their active lifestyle.