Outdoor footwear brand KEEN, which defines 'the outdoors' as everywhere without a ceiling and offers innovative hybrid footwear through environmentally friendly manufacturing since 2003, signed a partnership agreement with Komoro City, Nagano, on May 29.

This agreement aims to realize 'sustainable and regenerative tourism,' based on the protection and conservation of Komoro City's rich natural environment, including the Asama mountain range. KEEN will contribute to Komoro City through the 'Corporate Hometown Tax' (Kigyo-ban Furusato Nozei) program, supporting projects for environmental conservation and tourism promotion.

[Background and Purpose] Komoro City's nature is a vital resource for both residents and tourists. The Asama-san麓 (foothills) and Mt. Kurofu area serve as a major trekking field, drawing tens of thousands of visitors annually due to its majestic volcanic landscape. However, increased visitor traffic has led to issues like trail erosion and vegetation damage, necessitating a balance between preservation and utilization.

In this initiative, KEEN will integrate its environmental expertise and brand influence with Komoro City's nature to preserve and utilize regional assets such as Mt. Asama, Takamine Highlands, and water resources. The collaboration aims to achieve 'regenerative tourism' that balances 'sustainable environmental maintenance' with 'regenerative nature restoration.'

[Key Initiatives] 1. Trail Maintenance Projects: Implementing improvements in the Asama mountain foothills and Mt. Kurofu area to conserve nature and enhance safety. 2. Water (Source) Projects: Partnering with the 'Komoro Water Appeal Project' to participate in tours, promote regional assets (such as 'Asama-dake' sake), and host lectures on environmental issues.

A press conference was held at Komoro City Hall on May 29. Moving forward, the partnership will focus on trail and water resource conservation to promote sustainable tourism in harmony with nature.

FACT BOX

  • Source: PR TIMES
  • Category: Partnership