SBD/April 26, 2011/Marketing and Sponsorship

Footwear Brand Keen Launches "Recess Is Back" Campaign To Increase Sales

Keen is spending about 80% of its marketing budget on "Recess Is Back" ads
Portland-based footwear brand Keen recently launched its "Recess Is Back" campaign, an “initiative the company is counting on lasting not only this spring and summer but for years,” according to Allan Brettman of the Portland OREGONIAN. The company is “partnering with several of its national retail partners to spread the word by sponsoring nationwide events promoting the joys of recess and the virtues of outdoor recreation.” Company officials “believe the campaign will tap a fond childhood memory and spark a connection with an adult's ability to buy Keen products.” Keen “recorded about $200 million in sales last year,” and with “more than 5,000 retail sites in more than 50 countries, the company projects $250 million in sales this year.” About 60 of Keen's 2,000 retailers “are at the forefront of the recess revolution.” Those locations for up to two weeks “will display in their front store windows a recreated jungle gym with Keen shoes hanging from the swinging rings, backed by a huge photo of people playing” and the slogan "Recess Is Back." The company, which “is spending approximately 80 percent of this year's marketing budget on the campaign, also has placed ‘Recess Is Back’ ads in nine national magazines” (, 4/23).
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