A peaceful day at Fuji Rock and Keen.

The two companies have such a strong relationship that some people even wear "Keen" when they think of Fuji Rock, but it all started in 2015 when they started offering rental shoes for children at "Kids Land.

Children who have worn Keen shoes say, "I don't want to take these shoes off! Many parents who heard these children's comments asked for adult versions of the shoes, and in 2016, Keen began exhibiting at its current location.

It goes without saying that the choice of shoes is important at outdoor festivals, where the footing is poor on mountain trails and the weather can be unpredictable.

So, when Keen first moved to this location, we decided to offer a shoe rental service for men, women, and kids as well. By allowing people to wear the shoes all day without hesitation, and to experience firsthand how Keen's shoes fit their feet and Fuji Rock, Keen steadily and steadily gained the trust of the Fuji Rockers.

Thanks to such grassroots efforts, the brand has become so well established that it is now known as "Keen" footwear at Fuji Rock. Many Fuji Rockers have come to love the brand.

The "Keen" booth has been crowded from the moment it opened. Among them were many repeat customers, some with novelties from last year and others saying, "I'm here again this year! We're here again this year!

On the other hand, there were also many first-time visitors to Fuji Rock. When we asked them about their experiences, they told us, "I came across Keen after doing some research," or "When I came to Fuji Rock, I saw a lot of people wearing Keen shoes, and I was curious about them, so I came.

Oh, yes, and let's not forget the collaboration between Keen and Fuji Rock: the 2023 model is based on the amphibious "Newport" sandals, designed by Motomichi Sekimura of TOKYOOHEMPCONNECTION*THC. The beautiful colors, inspired by the sky, the colors of nature, and the colorful costumes of the visitors to the event, stand out even more prominently in the venue.

This year marks the fourth in the series of this popular collaboration. Some people buy them as souvenirs to commemorate Fuji Rock, while others are lucky enough to get one every time.

Speaking of "Newport," the giant monument that sits at the side of the booth is also a special feature of the "Keen" booth. This monument was designed by Junichi Kuragake, a sculptor and professor at Nihon University College of Art. This year marks the 20th anniversary of Newport's birth, and the monument is a symbol of Keen's "Togetherness," "Originality," and "Doing Good" mottoes. .", the motto of the brand, "LIFE IS KEEN", was used to create the concept.

LIFE IS KEEN" has positive messages such as "One more step outside" and "Better tomorrow than today," and if you look closely, you can see that the monument itself is walking wearing "Newport" shoes.