The product collaboration with Outdoor Afro Inc. builds upon a 13-year relationship making meaningful impact and marks a new chapter in REI’s relationship—helping Outdoor Afro launch their for-profit business. In a $450B industry, founders of color represent only an estimated 1% of outdoor entrepreneurs. This work helps to change that.
At the center of this collaboration are the voices of the Black community – customers, members, employees, Outdoor Afro Leaders, employees, volunteers, community to address unmet needs in outdoor gear and apparel.
Digital support objectives include driving awareness of the collaboration and inspiring brand exploration of Outdoor Afro’s understanding of Black expression, connection and leadership in nature.
Over the course of 2 years, Outdoor Afro and REI co-op turned on a truly inclusive design process. This process was defined by how REI worked, who was brought into the work and how it informed the business, product and design solutions and marketing plans. And, when the time came to bring the product and story to life, we knew representation mattered, both in front of and behind the camera. We collaborated with some of the best talent around including Joshua Kissi and Fela Raymond from TONL.
(Photographers), Nate the Director (videographer) from Invisible, and Maya Table (videographer) from Curator.
New Member = +4% to average, BIPOC +5% to average, and under 39 +5% to average
“I’m a 60 year old Black woman, look at this, you never see photos of people my age. Now this is for me.“
“I never thought I’d see the words “REI” and “Afro” together on a sign.”