Archives: Press Releases

REI Co-op announced today the addition of Mary-Farrell Tarbox to its retail leadership and corporate officer teams. Tarbox joins REI on October 24 as the company’s vice president, physical stores and retail operations.

“Mary-Farrell is a proven leader in omni-channel operations. Her more than 30 years of leading successful teams across multiple retail environments made her a clear choice,” says Cameron Janes, REI Co-op chief commercial officer. “As REI’s retail presence expands across the nation, she will have a key role in helping the co-op achieve our aspiration to serve a 50-million-member community.”

Tarbox will provide strategic leadership for REI’s nearly 180 physical stores and retail operations team, which account for more than three-quarters of the company’s 16,000+ employee base. She will be accountable to deliver on the co-op’s goals for the retail organization that include advancing the employee experience, customer service and culture of continuous improvement.

“I have always admired REI for its commitment to its employees, members and helping get more people outside. I look forward to being part of a great team that delivers on the co-op’s mission to support the outdoor community,” says Tarbox.

With more than 30 years in the retail industry, Tarbox was most recently a regional vice president at Bed, Bath and Beyond where she oversaw 370 stores. She has also held senior leadership roles in retail and human resources at Crate & Barrel, Petsmart, Inc. and Target Corporation. In her immediate community, she has volunteered with Chicago Cares, Inc. for 20 years and presently serves as an emeritus board member.

About the REI Co-op
REI is a specialty outdoor retailer, headquartered near Seattle. The nation’s largest consumer co-op, REI is a growing community of 21.5 million members who expect and love the best quality gear, inspiring expert classes and trips, and outstanding customer service. REI has 178 locations in 42 states and the District of Columbia. If you can’t visit a store, you can shop at REI.com, REI Outlet or the REI shopping app. REI isn’t just about gear. Adventurers can take the trip of a lifetime with REI’s active adventure travel company that runs more than 100 itineraries across the country. In many communities where REI has a presence, professionally trained instructors share their expertise by hosting beginner-to advanced-level classes and workshops about a wide range of activities. To build on the infrastructure that makes life outside possible, REI invests millions annually in hundreds of local and national nonprofits that create access to—and steward—the outdoor places that inspire us all.

 

Specialty outdoor retailer REI Co-op will open a new store in Laguna Hills, California in fall 2023. The location will offer a wide assortment of apparel, gear and expertise for camping, cycling, running, fitness, hiking, paddling, climbing, snow sports and more. For those who adventure on two wheels, a full-service bike shop will be staffed by certified mechanics. The store will also have a ski and snowboard shop with professional tuning, waxing and repairs.

“REI first came to the Los Angeles area in 1977 through our original Manhattan Beach location, which  was our fourth store in our history,” said Steve Lochan, REI’s divisional vice president of retail. “Once open, REI Laguna Hills will be our 12^th store in the market to better serve our 1.7 million members and the greater outdoor community who live, work and play in the southern end of Los Angeles.”

Store Facts                 

• Address: Oakbrook Village; 24271 Avenida De La Carlota, Laguna Hills, CA 92653
• Store Size: Approximately 33,000 square feet
• Special Features: Full-service bike shop and ski and snowboard shop, buy online-pick up in store,  curbside pickup
• REI Co-op Membership:  4.6 million members in California, 1.7 million in the Los Angeles DMA
• Closest REI Stores: Tustin (10 miles away, opened 1982, relocated 2010); Huntington Beach (20 miles away, opened 2005); Manhattan Beach (47 miles away, opened 1977, relocated 1999); Rancho Cucamonga (47 miles away, opened 2004); Santa Monica (60 miles away, opened 2006)
• Current REI Presence in California: 30 stores in state, of which 11 stores are in Los Angeles metro area

As the country’s largest consumer co-op, anyone is welcome to tap into REI’s expertise in support of an active lifestyle. Members who join the co-op enjoy a range of benefits, including a used gear trade-in program; discounts on experiences, rentals and shop services; a share of the co-op’s annual profits based on qualifying purchases; and more. In addition to discounts at the bike and ski shop, REI co-op members receive unlimited free machine waxes and free flat-tire repair (labor only).

REI actively partners with nonprofits across the nation to steward and maintain local trails and public lands to connect more people to the outdoors. Last year, the co-op invested $7.1 million in 450+ nonprofits across the country, of which more than $1.2 million went to 75 nonprofits in California. Los Angeles-area recipients included California State Parks Foundation, Concerned Off-Road Bicyclists Association (CORBA), Hike Clerb, Laguna Canyon Foundation, Los Angeles Conservation Corps, ForestWatch, Mount Wilson Bicycling Association, Nature for All, Santa Catalina Island Conservancy, Santa Monica Mountains Fund, and United States Adaptive Recreation Center.  

The co-op launched the REI Cooperative Action Fund last year, a community-supported public charity designed to harness the collective power of the co-op’s members and employees to build a more just, equitable and inclusive outdoor culture. To learn about the California recipients since the Fund’s inception, visit here.

Beyond its retail presence, REI Experiences help residents and visitors connect to the region’s natural places through fully guided outdoor tours, workshops and events. Over the last five years, the co-op has hosted nearly 63,000 people on entry-level to advanced programs that last a few hours to a few days. Popular day programs are Backcountry Navigation, Backpacking Skills, Crystal Cove Hiking and Yoga,  Introduction to Outdoor Rock Climbing, and Pacific Coast Kayak Tour. REI’s multiday adventure trips  starting in Los Angeles include Trans-Catalina Island Trek and five backpacking and cycling trips that explore Joshua Tree National Park.

Join the REI team 
REI expects to hire approximately 50 employees for REI Laguna Hills. Candidates interested in joining the REI team can apply online at REI.com/jobs and a general timeline for hiring is here. Candidates can set up a job alert on the co-op’s career site to be notified when positions are posted. New employees will receive a wide variety of benefits, including generous product and service discounts, competitive pay and retirement contributions. REI employees also enjoy unique perks, such as two paid “Co-op Way Days” each year that allow them to enjoy their favorite outdoor activity and an additional paid day off on Black Friday to encourage all employees to #OptOutside. 

About the REI Co-op
REI is a specialty outdoor retailer, headquartered near Seattle. The nation’s largest consumer co-op, REI is a growing community of 21.5 million members who expect and love the best quality gear, inspiring expert classes and trips, and outstanding customer service. REI has 178 locations in 42 states and the District of Columbia. If you can’t visit a store, you can shop at REI.com, REI Outlet or the REI shopping app. REI isn’t just about gear. Adventurers can take the trip of a lifetime with REI’s active adventure travel company that runs more than 100 itineraries across the country. In many communities where REI has a presence, professionally trained instructors share their expertise by hosting beginner-to advanced-level classes and workshops about a wide range of activities. To build on the infrastructure that makes life outside possible, REI invests millions annually in hundreds of local and national nonprofits that create access to—and steward—the outdoor places that inspire us all.

 

 

 

 

 

 

– Outdoor Adventure X, a new adventure festival launching this summer, opened sales today for single-day and weekend tickets, as well as camping and glamping packages. The 2-day event open to the public will debut at Snowbasin Resort in Huntsville, Utah, June 17-18, 2023, with camping starting June 16. Outdoor Adventure X will feature hands-on outdoor product experiences, including climbing, cycling, hiking, overlanding, watersports, and more, plus workshops, gear demos, live music, food, and family fun. Numerous avenues for outdoor brands to get involved and connect directly with consumers are available, along with opportunities for overland vehicle and adventure van owners to join the showcase area. Tickets and camping packages can now be purchased online at outdooradventurex.com.

Outdoor Adventure X will take place at Snowbasin Resort with family-friendly access to on-mountain activities, brand activations, and camping, plus the resort will serve as the base for clinics, a charity raffle, film screenings, live music, food trucks, and a beer garden. The nearby Pineview Reservoir will host on-water demos, and the Anderson Cove Campground will offer overnight camping and glamping. 

Attendees of all ages at Outdoor Adventure X can participate in a wealth of outdoor activities through product experiences and demonstrations, clinics and workshops. Weber State University’s Outdoor Program will anchor much of the educational programming by guiding skills clinics across sports, including climbing, kayaking, mountain biking, paddleboarding, and yoga. Weber State will also host knowledgeable experts to lead presentations on wilderness first aid, leave no trace, and other tenets of responsible outdoor adventuring. 

“Providing high impact educational experiences is what we do,” said Daniel Turner, Associate Director – Outdoor Program, Weber State. “The Weber State Outdoor Program is ecstatic to partner with OAX to bring outdoor education directly to the consumer, in one convenient venue. There will be something for everyone, from the beginner to the professional. We can’t wait to showcase what Ogden, Utah, has to offer.” 

Outdoor Adventure X has partnered with two regional nonprofit organizations selected as this year’s beneficiaries of a charity raffle – the Weber Sustainability Fund, dedicated to encouraging meaningful experiences for residents and visitors while ensuring a net-positive impact on the area’s natural resources and infrastructure; and Trails Foundation Northern Utah, building trails that create a culture where all have places to walk, run and ride as they enjoy nature and connect with their neighbors in Northern Utah. The raffle will take place in-person during the event on Saturday, June 17, and 100% of the proceeds will be donated to the nonprofit partners. Charity raffle tickets can be purchased on site or when event tickets or camping packages are purchased online. 

“We are thrilled to partner with Outdoor Adventure X to promote trail etiquette,” said Aric W. Manning, Executive Director Trails Foundation Northern Utah. “We are proud to be the beneficiary of the raffle as this will help ensure TFNU can continue to support our mission and vision in Northern Utah.”

The Outdoor Adventure X consumer event runs the weekend prior to the Outdoor Retailer Summer trade show held at the Salt Palace Convention Center from June 19-21, 2023. Registered Outdoor Retailer attendees will have free access to Outdoor Adventure X on Sunday, June 18, 2023, for an industry day.   

Outdoor brands and product manufacturers interested in exhibiting, sponsorships, and product demos can learn more at outdooradventurex.com/exhibit, or contact the Outdoor Adventure X team at info@outdooradventurex.com, and the Outdoor Retailer sales team here. 

Snowbasin Resort is located 45 minutes north of Salt Lake City and offers year-round outdoor recreation. At Snowbasin, Outdoor Adventure X attendees will have gondola access to hiking, mountain biking, and a variety of trails to explore. 

Visit www.outdooradventurex.com to purchase tickets, get involved, and learn more.

About Lodestone Events

Lodestone Events, producers of the Overland Expo series, is an enthusiast event solutions company. The Lodestone team has a passion for the live event industry and has spent decades producing some of the country’s largest consumer events in the automotive aftermarket and outdoor industry. Lodestone Events specializes in event marketing & communications, planning & logistics and sponsorship & exhibitor sales to create world-class events. For more information, visit lodestoneevents.com.  

About Emerald

Emerald’s talented and experienced team grows our customers’ businesses 365 days a year through connections, content, and commerce. We expand connections that drive new business opportunities, product discovery, and relationships with over 140 annual events, matchmaking, and lead-gen services. We create content to ensure that our customers are on the cutting edge of their industries and are continually developing their skills. And we power commerce through efficient year-round buying and selling. We do all this by seamlessly integrating in-person and digital platforms and channels. Emerald is immersed in the industries we serve and committed to supporting the communities in which we operate. As true partners, we create experiences that inspire, amaze, and deliver breakthrough results. For more information, please visit emeraldx.com.

Life Time (NYSE: LTH), the nation’s premier healthy lifestyle brand and the Sea Otter Classic announced the opening of registration for the second annual Sea Otter Classic Summit – the two-day global gathering of outdoor industry leaders for learning and networking to kick-off the summer outdoor industry season. 

Leaders at the inaugural 2022 Summit discussed upcoming trends, successes, and challenges to define the future of the outdoor business. Building on key learnings from last year, the 2023 Summit will occur April 17-19 in Monterey, California, and feature industry-leading speakers, a wide range of themes and topics, key networking opportunities, and an industry day before the Sea Otter Classic commences April 20-23. The Summit is open to global outdoor, bike, and endurance business leaders committed to discovering unique solutions for growth, while leveraging their brands’ reach and influence for positive industry change. 

“We are eager to see key outdoor business leaders gather once again this year, particularly as Sea Otter now encompasses more of the broader outdoor industry,” said Kimo Seymour, President of Events and Media at Life Time. “Through collaborative networking and workshop opportunities, we’re excited to see the best leaders in the business address the changes and challenges our industry is facing, while defining pathways for future success.” 

2023 Summit topics and themes include Global Economic Conditions, Climate Change, Outdoor Recreation Participation, Trade Policy Shifts and Consumer Trends. The Summit agenda of speakers and topics will be announced soon. 

Attendee numbers are limited to ensure the most effective, in-person networking, workshopping and problem-solving. Executives interested in attending are encouraged to sign up on the waitlist at seaotterclassicsummit.com/register. Prior to the event, attendees will have opportunities to shape an agenda that best serves their needs.

About Life Time, Inc.

Over nearly 30 years, Life Time has reshaped the way consumers approach their health through omnichannel, healthy way of life communities that address all aspects of healthy living, healthy aging and healthy entertainment. More than 30,000 Life Time professionals are dedicated to providing the best programs and experiences at more than 150 Life Time athletic resort destinations in the United States and Canada, and via a complementary, comprehensive digital platform and portfolio of iconic athletic events – all with the objective of inspiring healthier, happier lives. For more information visit lifetime.life. 

About the Life Time Sea Otter Classic  

Known as the “World’s Premiere Cycling Festival”, the Life Time Sea Otter Classic is a four-day celebration of cycling featuring 9,000 athletes, 7,000 campers, 1,000 exhibiting brands and 300 international media representatives. The 32nd annual Sea Otter Classic is set to take place April 20-23, 2023, at the Laguna Seca Recreation Area in Monterey, California. For more information visit www.seaotterclassic.com.   

 

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Houdini, the functional life wear company committed to designs that are timeless, versatile and minimalist, today announced it will expand its “odd band of friends”, adding accomplished snowboarders  Kjersti Buaas and Chanelle Sladics, combining their passion for snowboarding and van life traveling across Europe and the Western US over the past 20 years. Committed to bringing more outdoor devotees to the growing community, Sladics and Buaas founded PRSNT, a female-led company hosting women’s adventure retreats around the world, celebrating female camaraderie and connection with nature. Houdini teamed up with this dynamic duo to offer an opportunity to win a spot at their upcoming retreat and our first Houdini hangout together. 

“In building a group of like minded friends, Houdini is happy to partner with Kjersti and Chanelle, whose devotion to preserving nature aligns with our own,” says Niclas Bornling, Houdini’s GM North America and Head of Global Brand. “Their love of sport, efforts to bring women together and commitment to planet-friendly solutions along with their passion and positivity all lead to this relationship.”

Buaas, from Trondheim, Norway, competed on the professional Snowboard Tour for 20 years, earning over 30 international medals in the Olympics, X Games, and US Open. She incorporates her devotion to the environment through the women’s retreats she hosts all over the world, focusing on nature infused activities, community, meditation, breath and CO2 tolerance training, which helps with anxiety and stress management, allowing for better control of the rate and depth of breath.

“To me, Houdini dares to think and act differently as they pave the way with an honest, bold and clean mission,” Buaas shares. “As an athlete loving the mountains, I want gear I can trust and products that hold up to a variety of weather conditions, but do not compromise nature and the earth in the process; this is why I wear Houdini.” 

Originally from California, Sladics became one of the world’s best snowboarders, winning medals at the top World Tour events: X Games, Dew Tour, US Open, and the Nippon Open. Snowboarding, surfing and freediving deepened her bond with nature and the environment. In 2012, Sladics started Simply Straws, providing solution-based alternatives to plastic straws. She has spoken at the United Nations and coached at the PyeongChang Olympic Games, while also working for ESPN as a sideline reporter and sports commentator.

“Houdini’s CEO Eva Karlsson is an inspiration to us because she follows her dreams and is 100% dedicated to protecting the planet,” says Sladics. “We love that Houdini has a female founder and is a female lead company that offers a versatile, sleek and environmentally friendly option for consumers.”

Look to see stories with PRSNT and Houdini gear suited up for all sorts of adventures from snowboarding, splitboarding, and x-country skiing, to rock climbing and more. The Shelter Anorak is a favorite of Buaas’ for its non-toxic, PFAS-free waterproofing, keeping her warm while making her environmental footprint lighter and less invasive on nature. They both love The Cloud for a variety of occasions- morning meditations, an extra layer while warming up for winter activities, and after surfing in the ocean. Sladics loves the Desoli shirt , as it is the perfect combination of fashion and function, and as avid snowboarders, the Purpose Pants are the only snow pants Buaas and Sladics reach for. 

Kjersti and Chanelle will be hosting their first collaboration with a Houdini Hangout for their Women’s Winter Retreat in Mammoth Lakes, CA next month, March 16th- 23rd, 2023. All participants will gain an AIARE 1 avalanche certification and 3 days backcountry touring with Sierra Mountain Guides. The remaining 3 days will be riding and playing on the slopes of Mammoth Mountain resort, sharpening their all-mountain skills and having a blast. When not on the mountain, there is plenty of time to turn your focus inward, rest and restore your spirit. “Through daily breathwork, yoga movement and meditation you will learn to turn off your mind and use your breath as a tool for healing and grounding. At this retreat you can be sure to experience a solid mix of both Yin and Yang energy,” says Kjersti.

“We’re excited to be partnering with Kjersti and Chanelle and be able to offer unique experiences such as their retreats through their B PRSNT platform. We’ve always believed in offering experiences to our end users as a way to connect with our community, allowing us all to learn from one another and create shared memories in the space we all feel our best: Nature.” 

About Houdini Sportswear

Houdini is an odd band of scientists, artists, designers and adventurers from Sweden on a quest to reimagine the future of functional life wear. Ever since the start in 1993 Houdini has challenged the norms of the textile industry, as a company led by women, as innovators of responsible design and as pioneers of circular business models. Humans are not built to go backwards, but we can go pretty fast when we know the right way forward. 

Forward to Nature.

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Houdini US Media Contact:

Kelly Blake – CGPR

Kelly@cgprpublicrelations.com

415-624-7030

Moosejaw, a leading retailer specializing in outdoor gear and apparel, today announced the winners of its fourth-annual Outdoor Accelerator Program (MOA) in conjunction with partner ICELab . Aimed at boosting startup companies and increasing diversity within the outdoor industry, the company received over 40 submissions, narrowing it down to 10 finalists. Voting for the final ten ran from February 25th through March 6th and the four winning companies selected for the 2023 Accelerator program are: Coastal Range Equipment, Fernweh Food Co., Near Zero, WNDR Outdoors, 

MOA’s mission is to help founders from diverse backgrounds achieve their dreams of growing a successful outdoor company. This year’s winners include a variety of products from cooking gear and food to a backpack and plus size clothing. The program provides access to educational and network resources, strategic mentorships, legal advice, and potential investors. 

“We strongly believe in supporting the next generation of outdoor entrepreneurs because they breathe a fresh perspective into our community, and through their distinctive products, they are able to introduce more consumers to the outdoor experience,” said Eoin Comerford, CEO Moosejaw. “We have seen with our previous winners, when given strategic advice on marketing, eCommerce and retail, they have gone on to be very successful.” 

The four chosen outdoor startups will participate in an eight-week comprehensive program beginning May 8 structured to turbocharge their growth. The MOA program is designed for startup organizations that are pre-revenue, but have an advanced business plan and a prototype for physical products. While not a requirement, the MOA initiative seeks to support founders from underrepresented groups in the outdoor industry or businesses whose mission is to improve inclusivity and accessibility for all outdoors. 

Coastal Range Equipment – California

Coastal Range Equipment engineers lightweight, high quality, and easy-to-uses outdoor cooking gear designed to fuel human-powered outdoor activities. These stoves are designed by an award-winning designer John Peretti who set out on his own to further innovate in the camp stove space. Coastal Range Equipment produces affordable, simple solutions to backcountry cooking that are accessible to all.

Fernweh Food Co. – Oregon

Fernweh Food Co. makes great tasting, plant-based and gluten-free dehydrated meals –  all in sustainable packaging. This woman-led team by founder Ashley Lance aims to reduce waste in the adventure food industry by eliminating single-use plastics that end up in landfills. Fernweh’s packaging is entirely omnidegradable, and will break down into biomass and CO2 no matter where it ends up. On top of sustainable packaging, the meals are delicious and entirely vegan and free of preservatives.

Near Zero – Arizona

Near Zero specializes in bundled lightweight backpacking gear designed to give everyone the confidence to get out and go. Their patent-pending backpack design delivers quick and easy access to all gear using a labeled and compartmentalized storage system that is designed to maximize comfort and optimize weight distribution. Near Zero even builds standard ultralight bundles, making it convenient to get out there for newcomers and old pros alike. Founded by Scott Jensen.

WNDR Outdoors – Colorado & Vermont

Created by plus-size adventurers Arwen Turner & Kara Hardman for plus-size adventurers, WNDR Outdoors strives to increase representation of larger-bodied folks outdoors by creating technical outdoor apparel in true plus sizes. 68% of women in the US are a size 14 and above, yet the outdoor industry has historically excluded this population. Finding plus-size technical hiking pants that are high quality, fit comfortably, and have useful tech specs is difficult.  Brands that do include plus-sizes most commonly only go up to size 22 and these extended-sizes of the straight size (non-plus size) fits are not made with plus-size bodies in mind. WNDR Outdoors aims to change that.

About Moosejaw 

About Moosejaw: Founded in 1992, Moosejaw is a leading online active outdoor retailer with a large web presence as well as 12 physical stores. It carries more than 600 brands, including Marmot, Fjallraven and Prana and includes an extensive assortment of apparel and gear for climbing, hiking, camping, snow sports, yoga, water sports and biking. Moosejaw is headquartered in Madison Heights, Michigan. 

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Krimson Klover, an outdoor and lifestyle brand powered by women passionate about living a life fueled by outdoor adventure, meaningful connection and giving back, just released its new 2023 spring and summer collection. With new swimwear, sun shirts, bike and hike pieces this new collection features rejuvenated prints, bright colors and optimistic graphics that are built for women outside and on the move.

 

“Our Spring and Summer 2023 collection is designed to take you outside and follow you along any journey you choose to embark on. Each piece was conceptualized with multi-use adventure in mind,” says Rhonda Swenson, Founder  of Krimson Klover. “We dug our hands in the sand, rode our bikes through the hills, swam through the waves and immersed ourselves in the joy of playing again. The spirit of this collection is rooted in this energy and exemplifies a renewed focus on the brand’s foundation.”

 

A key value for Krimson Klover is focusing on slow fashion by creating ethically-sourced, multi-sport apparel that looks fantastic and performs season after season. Pieces are multipurpose and can be a go-to pair of paddling shorts and a favorite pair of poolside shorts all in one. All pieces are made with durable and comfortable materials that withstand the wear and tear of an active lifestyle. 

Key collections for spring and summer – 

 

Swimwear – From lakeside SUP to beaches and boardwalks, Krimson Klover’s swimwear collection offers the comfort and style you need for a day by the water. The performance materials have UPF 50+ sun protection and 4-way stretch for exceptional fitting styles that are comfortable for kayaking or sunbathing and everything in between. Plus, the swimwear comes in eye-catching colors and prints, some styles are reversible – print on one side and solid on the other for added versatility. Key pieces in the collection include Gabi Top, Nokini Bottom and Chelsea One Piece.

 

Sunshirts – Krimson Klover’s new sunshirts have UPF 40 protection and come in a variety of silhouettes, and are designed for many outdoor activities. These lightweight, breathable and quick-drying tops help protect from the sun, while staying dry and comfortable in Krimson Klover’s signature colorful graphics. Key sunshirt styles include Hallie Hoodie Sunshirt, Sara Long Sleeve Sunshirt and Tori Shortsleeve Sunshirt.

 

Hike & Bike – Explore the trails on foot or by bicycle with the durable, stretchy materials and bold mountain-inspired graphics in the Hike & Bike Collection. Offering lightweight, quick-drying tops and full-range of motion shorts in various lengths, perfect for biking in the foothills, trekking up a mountain pass or taking a stroll around town. Key pieces include Sienna Short, Vida Jersey and Kerry Skort. 

 

Let’s Play – Tee off in Krimson Klover’s golf, tennis and pickleball apparel. Made with performance-ready fabrics built to stay strong while playing hard. Breathable, plant-based fibers with 4-way stretch, moisture wicking and odor control properties make these styles perfect for mornings spent on the greens and afternoons on the court. Top pieces in the collection include Peyton Sleeveless Top, Avery Skort and Clara Dress. 

 

For more on Krimson Klover please visit krimsonklover.com and sign up for the newsletter or follow along on social media on Instagram, Facebook and TikTok. 

 

About Krimson Klover 

Krimson Klover was founded in 2009 and brings performance, comfort and style to your everyday adventures. Krimson Klover creates playful, mountain-inspired apparel using low impact fabrics and responsible sourcing with a commitment to elevating women. Krimson Klover is an outdoor & lifestyle brand powered by women passionate about living a life fueled by outdoor adventure, meaningful connection, and giving back. Krimson Klover doesn’t just design high-performance base layers, durable hiking shorts, stay-put swimsuits, or fun and flirty dresses. Krimson Klover designs clothing that empowers you to pursue your passions. https://krimsonklover.com/ 

– G-Form, a leading technology-driven sports protection brand, today unveiled the most robust brand transformation in the company’s history, revamping its strategy and platform. It includes a new vision, mission, value proposition, and promise through a creative and messaging refresh. G-Form will utilize expanded marketing initiatives to generate increased consumer engagement, retail tools for brand partners, partnerships with athletes, ambassadors and content hubs. Debuting November 1, the “Go Next Level” platform enables athletes of all levels to perform their best. The fundamental idea, “There’s you, then there’s G-Form you,” reinforces the promise that G-Form forges personal consumer connections by removing barriers, instilling confidence, and unlocking potential, empowering all athletes to go further, faster, and higher.

In partnership with Avalanche Marketing, G-Form conducted research over this past year exploring the mindset of its employees, partners, and core consumers, both brand loyal and those new to G-Form. This discovery phase examined perceptions about what the current products deliver and overall brand perception.

“With our third consecutive year of record growth and sales up 25% over 2021, now is the time to make a bold statement about who we are and prepare for the future,” said Steven David, vice president of global marketing at G-Form. “The new brand platform not only reinforces the fact that we have the strongest line of sports protection in mountain bike, baseball and soccer, but also, gives enthusiasts and professional athletes the premier technology to push themselves to be their very best.”

This revitalized ecosystem of marketing revolves around the new brand promise: “We help serious athletes exceed their goals through product, messaging, culture and purpose.” The foundation pillars of this brand promise are: G-Form will not launch a product unless it helps serious athletes exceed their goals; marketing communications across all functions must be consistent letting serious athletes know G-Form will partner with them in exceeding their goals; and lastly, company culture will be focused on athletic performance.

Partnerships across mountain bike, baseball, soccer and over 50 Major League Baseball players along with professional sports clubs, include: Perfect Game Baseball, the world’s largest elite baseball scouting service; EMBN (the Electric Mountain Bike Network); the e-MTB content hub; and PMC Unpaved, the off-road fundraising event for Pan-Mass Challenge.

About G-Form: www.g-form.com

Brown Folks Fishing (BFF), an organization committed to building community and expanding access among Black, Indigenous, and People of Color (BIPOC) in fishing and its industry, has launched the Angling for All Pledge. The pledge seeks to dismantle systemic barriers to entry and participation at all levels of the fishing industry. Joining the effort as the inaugural pledgee is The Orvis Company.

“Fishing has deep roots in the BIPOC community, yet our voices are vastly underrepresented,” says Tracy Nguyen-Chung, executive director of BFF. “We are proud to launch the Angling for All Pledge which establishes a commitment to equity and inclusion in the angling community. It is an opportunity for those within the fishing industry to cultivate the knowledge and understanding necessary to eliminate barriers and commit to radical and lasting change.” 

The Pledge has been in development since late 2018 and is inspired by the work of Teresa Baker and the Outdoor CEO Diversity Pledge. It establishes a commitment to addressing racism and inequality throughout a pledgee’s internal culture, consumer-facing behaviors, and broader community. At its core is a curriculum developed by Brown Folks Fishing in partnership with Erica Nelson and Sydney Clark of REAL Consulting, an organization that works with clients to develop strategies for anti-racist organizational culture. The curriculum provides education and resources for brands and organizations to enhance equity and diversity across staff, executive teams, athletes, ambassadors, guides, and throughout the organization’s media and marketing.

“As Indigenous and Black women, our work at REAL builds upon our own experiences and perspectives, as well as those of other marginalized people,” says Erica Nelson of REAL Consulting. “The goal of the Angling for All curriculum is to identify issues of access and participation in the outdoors and provide the tools and resources necessary to move forward in solving these issues. Not all individuals or organizations are the same. We will work with businesses and professionals on an individual basis to establish a custom set of programming and initiatives that set participants on their own unique paths to eliminating barriers and creating change in the industry. Our workshops invite everyone, regardless of their background, to add to the narrative and ensure that it is continuously evolving and culturally relevant.”  

As the inaugural pledgee, Orvis will work with REAL Consulting and Brown Folks Fishing to move through the pledge curriculum and create a plan of action upon completion.  

“We are honored and grateful to have such a strong partnership with Tracy and the team at Brown Folks Fishing,” says Simon Perkins, Orvis president. “Their mission to build capacity, access, resources, visibility, and a solid community for anglers of color makes the sport stronger, and we are excited to sign the pledge as an acknowledgment of our commitment to this critical work. This is an opportunity for us to explore our own blind spots and unconscious biases and an important step forward in Orvis’s history of passion and commitment to access, inclusion, and stewardship in fly fishing.”

Those who successfully complete the Pledge will have the opportunity to be included in the BFF Directory, which features Brown Folks Fishing’s recommendations for guides, instructors, experiences, shops, brands, and organizations from across the industry committed to equity and inclusion. The Directory will be available publicly as an information resource to anglers.

Guides, instructors, outfitters, media platforms, organizations, brands, companies, and other professionals across the fishing industry are encouraged to apply. For more information and to apply to the Pledge, please visit: www.brownfolksfishing.com/pledge

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ABOUT BROWN FOLKS FISHING

Brown Folks Fishing is a community-based organization founded in 2018 by and for Black, Indigenous, and People of Color (BIPOC) anglers. We cultivate community for BIPOC in fishing and its industry. BFF is a space to build together and a movement to expand access. We do our work through storytelling, grassroots organizing, events, and community-building.

Our work is as much about stoke as it is about our survival. We seek to reimagine fishing as a gateway to conservation. We reimagine because the framework of conservation as it exists is deeply rooted in white supremacy, erasure, and colonialism. We reclaim and lift up the narratives that Black and Brown people have with deep roots in fishing, and connection to land, water, and community. By reclaiming these roots, we can shift the narrative around who is, can, and should be on the water; whose full selves can be brought to the water.

www.brownfolksfishing.com

ABOUT REAL CONSULTING

REAL (Reconcile, Evolve, Advance, Lead) Consulting believes that anti-racist education involves a life-long commitment to the practice of seeking to understand ourselves, people, and our shared environment. REAL strives to build a customized durable foundation for clients at all points in their journey toward an anti-racist organizational culture. We reach this together by emphasizing personal reflection, interdisciplinary historical analysis, and compassion for people. Founded in 2018, Sydney Clark and Erica Nelson saw the need to weave our personal stories into our curriculum led with storytelling combined with executive leadership development, as this builds authenticity and trust toward a more equitable outdoor community.

https://www.consultreal.org/

ABOUT ORVIS COMPANY

Founded in 1856, we believe the most meaningful experiences are created by sharing the love of nature and being inspired by its endless possibilities. Orvis pioneered the mail order industry in the United States, operates more than 80 retail stores in the U.S and the U.K., and maintains a network of over 400 dealers worldwide as a trusted source of discovery and adventure in the natural world. We promise to open the door to extraordinary outdoor experiences, and to protect nature by committing 5% of our pretax profits each year to conservation efforts worldwide. www.orvis.com