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Inside Outdoor | SUMMER 2020 27 A s stay-at-home orders are lifted and in-store shopping resumes en masse, it will largely be up to individual re- tailers to instill confidence among customers that a shopping envi- ronment is safe. KEEN is helping select retail partners do exactly that by creating a safer footwear shopping environment through its new Fit Shield. According to a recent survey of U.S. consumers by McKinsey & Co., “masks and barriers” are the second most important priority – behind only “clean and sanitization” – when deciding where to shop in-store. The Fit Shield was built to cre- ate a “together-but-protected shoe- fitting experience” at the retail level, said KEEN. The “unobtrusive” design features an impermeable ultra-clear vinyl plastic shield to protect against coughs, sneezes and communicable diseases such as COVID-19 while still allowing a store employee to consult and fit a shopper. According to KEEN, the lightweight, six-foot tall frame can be easily moved in any high-traffic area and is ideal for stool-height ser- vice during shoe fitting. “We’ve been talking about what it looks like to safely transition our employ- ees back into the workplace while also determining what kinds of personal protective equipment we can offer,” said Doug Sorenson, presi- dent, Haney Shoe Stores in Omaha, Neb. “The KEEN Fit Shield fits the bill for our as- sociates as well as for our customers.” KEEN Fit Shields were made available in limited quantities to KEEN retailers beginning in June. They will now be made avail- able to more select KEEN and KEEN Utility retailers. “Our customers trust us for their footwear choices and it’s awesome to be able to offer a safe option for finding their fit with KEEN,” said Sorenson. been trying to build up a tour- ism experience where people can come and stay in their village, and our show was the very first time that they had ever done that.” In addition to showcasing local trails and cultures to TV viewers, the Epic Trails media project also has a dy- namic and engaged digital presence, leading with the popular BackpackingTV You- Tube channel. Digital Trackin’ Dirt episodes of Hanson's ad- ventures, VLOG content from his travels and a popular Tip Series, are continuously released on the BackpackingTV YouTube Channel, as well as the Epic Trails Facebook page and Instagram account. The media project serves as an excellent marketing vehicle, especially when considering its audience base. The Epic Trails TV series reaches more than 100 million U.S. house- holds through OutsideTV and 27 re- gional sports networks, and 134 coun- tries internationally on such networks as the National Geographic Channel. The project’s social reach includes over 36,800 YouTube subscribers logging an average of 120,000 views per month, as well as highly active Facebook and Instagram accounts which boast more than 90,000 followers and more than 80,000 engagements per month. Hanson prefers to avoid bla- tant advertising plugs, instead choosing to work-in products organically so that viewers can see them in action and learn how to use them. “It’s a natural storytelling tool that authentically integrates product while reaching an audi- ence that is notoriously difficult to connect with. I’m introducing them to the equipment necessary to enjoy their time on the trails in a fun, and non-invasive way,” Hanson said. “It’s all about spreading the love of backpacking and the outdoors.” For more information on the Epic Trails media project, or to learn about partnership opportunities with Hanson, visit https://bit.ly/EpicTrails_ insideoutdoors. KEEN Fit Shield for a Safer In-Store Experience Hanson gets epic in Papa New Guinea Brand Watch