Merrell, the outdoor brand, has opened its first flagship store in San Francisco.

Located at 285 Geary Street in the Union Square district, the 2,400-sq.-foot store offers the full range of Merrell men’s and women’s footwear, apparel, accessories and kids’ shoes and will serve as a meeting point and informational hub for the outdoor community.

“Having a flagship store in the heart of San Francisco’s premiere shopping district is the first part of the equation,” says Seth Cobb, VP and General Manager of Merrell. “Building a relationship with the city’s outdoor community and organizations is the other. By partnering with key organizations that represent Merrell’s active outdoor image, we’ll quickly form close ties with consumers and retailers alike by becoming a recognizable company with a mission to serve the local community.”

So far, Merrell has teamed up with the San Francisco Recreation and Parks Department, the San Francisco Triathlon Club and the San Francisco Bicycle Coalition to help maintain trails, fund triathletes and sponsor part of the annual Winterfest event.

The goal now is to maintain key partnerships with local, like-minded San Francisco organizations and offer support to outdoor-focused groups in and around the Bay Area. That goal could translate to in-store bulletin posts of local outdoor events and travel diaries to outdoor programs for underprivileged kids.

In celebration of the store, Merrell will host a VIP grand opening party on October 23. Expected guests include Team Merrell Captain Robyn Benincasa, the world-renowned triathlete and adventure racer, as well as local community leaders, press and Merrell executives.

Merrell is offering in-store discounts to anyone who rides a bike to the event. Through its partnership with the San Francisco Bike Coalition, the brand will also offer a bike valet. The aim, as the brand motto urges, is to encourage people to get outside and reduce their carbon footprint.