Repositioning KEEN

in Scandinavia

Transforming an outdoor brand into a culturally relevant lifestyle brand across Scandinavia

The Challenge

When I joined KEEN Scandinavia, the brand was primarily recognised for outdoor performance. The opportunity wasn't to change KEEN's identity - but to broaden it.

The ambition was to make KEEN relevant beyond hiking trails by introducing the brand to new audiences through fashion, culture, retail and community while staying true to its outdoor heritage.

My Role

I led the Scandinavian marketing direction across Denmark, Norway and Sweden, combining commercial thinking with creative execution.

My responsibilities included:

Brand positioning
Retail development
Commercial marketing
Partnerships
Budget ownership
Event strategy
Visual merchandising
Production
Project management

The Results

Established a stronger lifestyle position for KEEN across Scandinavia.
Developed a consistent retail direction.
Strengthened retailer relationships.
Expanded brand visibility through premium activations.

The Strategy

BRAND POSITIONING
Defining a clear lifestyle direction

RETAIL EXPERIENCES
Windows • VM • POS • Store concepts

CULTURAL RELEVANCE
Festivals • Design • Running • Fashion

STRATEGIC PARTNERSHIPS
Livid • Boozt • Arket • Retailers

COMMERCIAL GROWTH
Brand awareness • Sell-through • Expansion

ROSKILDE FESTIVAL

Building KEEN's largest Scandinavian brand activation to strengthen its position within music, culture and lifestyle.

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EXPANDING KEEN IN NORWAY

Expanding KEEN's lifestyle presence across Norway through retail concepts, partnerships and flagship activations.

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ARKET ACTIVATION

Creating an exclusive retail experience where premium storytelling and community brought the brand to life.

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BOOZT ACTIVATION

Creating a seamless brand experience across retail, community and digital channels to support product awareness and sales.

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