REI immediately introduced the launch of Co-op Studios, the retailer’s new in-house content material arm. Throughout movies, podcasts, and editorial packages, the studio develops and produces tales that entertain, enrich and discover the facility of time spent exterior, whereas complementing the co-op’s broader climate and racial fairness, variety, and inclusion commitments.
As a part of the co-op’s ongoing dedication to racial fairness and local weather motion, the studio will prioritize storytelling from individuals and communities which might be Black, Indigenous, Folks of Coloration (BIPOC), LGBTQ, girls, and another traditionally underrepresented teams in addition to tales that mirror the human impression and alternative to guard the surroundings.
“The outside is for everybody, and content material is a robust and related approach to convey that perception to our members and new audiences,” mentioned Paolo Mottola, REI director of content material and media. “We’re supporting initiatives that discover this concept from a wide range of views, codecs, and, most significantly, from a wide range of voices. Our plan is to share and promote tales that encourage consciousness, inspiration and rejoice the alternative ways communities spend time exterior.”
With 20 million lifetime members and a longtime community of current content material, REI is increasing its content material efforts to offer members extra outside views and encourage new outside experiences.
The following launch from Co-op Studios is “The Trees Remember,” a three-part, scripted, quick movie sequence with titles “Motion,” “Upkeep” and “Migration,” written and directed by Angela Tucker of TuckerGurl, Inc. The sequence explores connection to nature by way of the heartfelt tales of three Black girls. Set in numerous many years, the narratives depict their compelling and generally humorous journeys of progress and therapeutic within the outside.
Extra movie initiatives will probably be introduced in coming months. Upcoming multimedia initiatives from Co-op Studios embody:
- A brand new podcast sequence launching in September referred to as “Good day, Nature,” hosted by Misha Euceph, explores the expertise of our nationwide parks by way of the eyes of a Pakistani American. Her quest is to see a few of the nationwide parks in 2021, and reply the query, “If the parks are public, aren’t they imagined to be for everybody?”
- New episodes of “Miranda in the Wild,” a digital sequence that includes REI worker and enthusiastic backpacker and hiker, Miranda Webster, who shares her data and humor to assist break down limitations to getting exterior.
- A digital present that includes James Beard award-winning chef, diet coach, and avid rock climber, Maria Hines, explores the intersection of nutritious meals, outside sports activities, and the surroundings.
- A relaunch of the Co-op Journal as “Unusual Path,” a digital publication for its members that unpacks the concepts, points, and experiences that form the connection between individuals and life exterior.
- New REI Co-op Editors’ Choice Awards, a designation honoring top-performing gear and attire obtainable on the co-op primarily based on discipline testing, REI experience, member and buyer suggestions, and sustainability attributes.
REI has labored to raise the voices of those that have traditionally been underrepresented and under-resourced in legacy definitions of out of doors participation. Because the launch of its Force of Nature initiative in 2017, a complete effort to advance gender fairness within the outside, REI has targeted on breaking by way of the historic perceptions of what being “outdoorsy” means and who the outside is supposed for by way of its storytelling.
Some examples embody movies “Cycle of Ancestry,” “Pedal Through,” “Venture Out,” “Everything to Lose” by Pattie Gonia, “The Mirnavator,” “Brotherhood of Skiing,” and podcasts “Wild Ideas Worth Living” and “Camp Monsters.” By its editorial program, the co-op has explored efforts to improve all-abilities access in outdoor spaces, individuals and groups working to make time outside more inclusive, and tales celebrating identity and adventure.
In 2020, Public Home Movies & TBVE produced, in affiliation with REI Co-op Studios, “The Dark Divide,” a function movie directed by Tom Putnam, starring David Cross, Debra Messing, David Koechner, and that includes music by the Avett Brothers, that explores the therapeutic energy of nature. The movie was launched theatrically in 2020 to essential acclaim and can start streaming on Vudu, Tubi, and IMDb TV later this month.
In regards to the REI Co-op
REI is a specialty outside retailer, headquartered close to Seattle. The nation’s largest shopper co-op, REI is a rising group of greater than 20 million members who count on and love the highest quality gear, inspiring professional lessons and journeys, and excellent customer support. REI has 168 areas in 39 states and the District of Columbia. In the event you can’t go to a retailer, you may store at REI.com, REI Outlet or the REI shopping app. REI isn’t nearly gear. Adventurers can take the journey of a lifetime with REI’s energetic journey journey firm that runs greater than 100 itineraries throughout the nation. In lots of communities the place REI has a presence, professionally skilled instructors share their experience by internet hosting beginner-to advanced-level lessons and workshops about a variety of actions. To construct on the infrastructure that makes life exterior doable, REI invests tens of millions yearly in lots of of native and nationwide nonprofits that create entry to—and steward—the outside locations that encourage us all.