Keen Footwear’s Nicks Ericsson Named CMO of the Week

Nicks Ericsson became the Chief Marketing Officer of Keen Footwear with a strong belief in the power of purpose-driven companies like Keen, which embed social impact into their business model. Keen, established over 20 years ago, focuses on creating shoes responsibly, using fewer harmful chemicals, and ultimately benefiting people and the planet. Ericsson, with over a decade of experience at UGG, is committed to supporting brands that prioritize sustainability even when others are wavering in their values. Despite the prevailing trend of brand inconsistencies, Keen remains steadfast in its commitment to the environment, emphasizing respect for nature and a passion for the outdoors.

In an interview with Brand Innovators, Ericsson shared his vision of transforming Keen into the most trusted brand globally. He aims to achieve this by concentrating on gradual improvements rather than pursuing unrealistic objectives. The company is actively engaged in innovating manufacturing processes to minimize their ecological footprint and is transparent in these efforts. Ericsson believes that building trust with consumers will set Keen apart from other brands.

Considering Keen’s core values of purpose and sustainability, Ericsson views growth as an integral part of the company’s strategy. By scaling their purpose as they expand the brand, Keen aims to raise awareness by highlighting the importance of designing long-lasting, high-performance products. The Keen Effect Team, focusing on research and environmental and social impact, ensures that the company minimizes harmful practices in manufacturing and collaborates with charitable organizations to support the community. Keen consistently educates consumers on relevant issues and encourages them to make mindful decisions for the planet and their personal well-being.

Keen’s marketing strategy revolves around creativity and inspiring consumers to embrace change. They aim to foster a strong sense of community, showcasing their commitment to values and sustainability. By infusing fresh talent into their creative team, Keen brings a new perspective to their brand while maintaining a focus on purpose-driven messaging. The company aims to connect with audiences through various mediums, including events, community engagement, and content creation, prioritizing values alignment over reach.

Keen actively participates in cultural moments and events that resonate with their brand values, such as the Outside and Fuji Rock Festivals. By partnering with filmmakers and engaging in environmental initiatives like trail restoration, Keen demonstrates its commitment to leaving a positive impact on the environment and the community. Ericsson’s past experiences, particularly with visionary, values-oriented companies, have influenced his approach to marketing, emphasizing authenticity and a strong values alignment in all of Keen’s messaging and collaborations. As Keen continues to evolve, Ericsson plans to increase the brand’s presence in significant cultural events, further solidifying their commitment to sustainability and purpose-driven initiatives.