Surly Bikes Unveils Updated Straggler Gravel Bike this Season

A Surly classic gets frame and fit updates across eight new sizes

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Bloomington, Minn. (Sep 25, 2025) – Surly Bikes, known for its quality steel bikes and parts, releases an updated Straggler gravel bike. A decade after its original launch, the new version of the Straggler emerged this week as the do-it-all gravel bike with a wider range of fitment and updated geometry.

The Surly Straggler gravel bike is revamped for 2025 with an all new geometry improving fit, and reducing the number of sizes from 5 to 8, resulting in minimizing toe overlap and improving standover clearance for riders with a shorter inseam. The updated iteration has a sloped top tube for improved stand over, a lowered seat tube for greater travel on dropper posts, increased bottom bracket drop for stability, and raised stack for a more comfortable ride. The inclusion of 12x100mm front and 12x142mm rear thru-axles, flat mount brakes, and wider handlebars, provide stability for performance-oriented riding.

The Straggler is a gravel bike built for multi-terrain wanderings. It also serves as a light-duty touring bike and an all-weather commuter. Utilizing the classic ‘Natch’ tubeset by Surly, the 4130 steel frame features a 44mm head tube diameter allowing for varied fork options from steel to carbon, or even a 40mm gravel suspension fork. With internal dropper post routing compatibility, the Straggler continues to perform at every opportunity.

“We’re thrilled to expand on the capabilities of our long-standing gravel bike, which now performs at (almost) an unfair advantage,” said Tim Simundza, brand and marketing manager at Surly. “The new Straggler is more comfortable, more modern, and more capable for however humanoids want to ride it.”

Known for making serious steel bikes while not taking themselves too seriously, Surly delivers bikes that perform over their lifespan. From tube design and manufacturing to welding, heat treatment, and finishing, versatility and durability are considered every step of the way.

“We designed the next-gen Straggler with the modern explorer in mind,” said Adam Scholtes, Surly Brand Business Director. “Balancing the line between performance and transportation, this bicycle is built for those who take the path less traveled in confidence. Trusting in the capabilities of this vehicle, a detour through unpaved roads is no problem for the Straggler rider.”

The Straggler GRX is available at $2,499, the Cues at $1,999 and Straggler frameset at $899. Available in stores now and online at Surlybikes.com

 

About Surly Bikes

Founded in 1998, Surly is a pioneering brand in the world of steel bicycles and durable bike components. Renowned for its no-nonsense approach, Surly designs and builds bikes and gear that are built to last, perform in tough conditions, and adapt to a wide range of riding styles—from commuting and touring to singletrack and expedition cycling. With a strong focus on utility, simplicity, and rider freedom, Surly has cultivated a passionate community of riders who embrace adventure, resilience, and self-reliance on two wheels. Headquartered in Bloomington, Minnesota, Surly continues to challenge conventional bike industry trends by putting purpose, performance, and personality first. To learn more, visit www.surlybikes.com.

Durango to Host 2030 UCI Mountain Bike World Championships

‘Worlds’ Return to Durango 40 Years After the City Hosted the Inaugural Event in 1990

Durango, Colo. [Sept. 25, 2025] — The Union Cycliste Internationale (UCI) announced today that Durango, Colorado, will be the host city of the 2030 UCI Mountain Bike World Championships. The event marks the 40-year anniversary from when the town of Durango and Purgatory Resort hosted the very first UCI mountain bike world championships races in 1990.

Leading into the World Championships in 2030, the “Worlds,” Durango will also host a major international mountain bike race in 2028 and a UCI World Cup race in 2029.  All events will be held at Purgatory Resort and will include Downhill, Cross Country Olympic, Short Track and Ebike.

“We’re thrilled to once again host the World Championships at Purgatory Resort,” said Dave Rathbun, Purgatory’s general manager. “Biking and Durango are synonymous with each other. This is a great opportunity to showcase our community’s commitment to the sport with the entire world.”

The series of global events elevates Durango, Colorado as a global cycling homeland and solidifies the City as North America’s mountain biking capital. The area features over 300 miles of world-class singletrack traversing environments from high-desert to high-alpine. The elevation training advantage of 6,500 feet fuels the success of numerous on- and off-road Olympic and professional cyclists who call Durango home, and powers Fort Lewis College’s collegiate cycling team to multiple national titles. Most importantly, mountain biking continues to shape the very fabric of the mountain-town community.

“We are beyond proud to announce the Worlds’ return to Durango 40 years after we pioneered the event in 1990,” said Durango Native Todd Wells, co-leader of the events and three-time Olympian mountain biker. “Mountain biking and cycling are woven into Durango’s DNA; from our pioneering spirit to the incredible trail infrastructure and our renowned junior-development programming, Durango is a true heartland of cycling. The 2030 World Championships will enable us to showcase our community on a global stage once again.”

Gaige Sippy, long-time Iron Horse Bicycle Classic director and co-leader behind Durango’s World Championship bid, added: “Hosting the 2030 UCI Mountain Bike World Championships is both a tribute to our past and an investment in our future. The world’s best will once again race on trails that continue to build legends right here in our backyard. We can’t wait to welcome riders and fans from around the world back to Durango.”

The City of Durango rose to international off-road cycling prominence when it hosted the inaugural UCI Mountain Bike World Championships in 1990. The first-ever men’s mountain biking world championships was won by Ned Overend, who still calls Durango, Colorado home. Julie Furtado, a long-time Durango resident and the visionary behind Juliana bikes, won the women’s event. Greg Herbold, also a Durango resident, won the men’s downhill race event. The 1990 Worlds attracted the world’s best mountain bikers of the time and generated global interest in the sport among fans and media.

“This is a momentous occasion for our community,” said Mayor Gilda Yazzie. “The city is honored to be chosen by the UCI to host this historic anniversary year, and we are thrilled to partner with Durango Cycling Championships and Purgatory Resort.”

Durango is host to the renowned Iron Horse Bicycle Classic for close to 55 years, established one of the country’s first junior development cycling organizations, Durango Devo, and is the birthplace of world-class trail advocacy (with more than 300 miles of maintained trails) in non-profit Durango Trails. Durango has a remarkable record of producing top athletes in the sport—including numerous Olympians, professional cyclists, multiple world champions, and the most recent American Grand Tour winner in Sepp Kuss, who came up through the ranks in Durango’s cycling infrastructure, including formative years racing with Durango Devo’s Sweet Elite.

Additional details on event routes, community programs, and ticketing will be announced in the coming months. Please follow @Durangoworlds2030 on Instagram and visit www.durangoworlds.com. Join the newsletter to be part of Durango’s journey to host the mountain bike world championships in 2030.

About Durango, Colorado:
Durango, Colorado has a vibrant community spirit shaped by its numerous, year-round outdoor adventure opportunities and is a veritable global hub for cycling. The Iron Horse Bicycle Classic, The City of Durango and Purgatory Resort produced and hosted the very first UCI Mountain Bike World Championships in 1990 and countless major cycling events since. Durango is celebrated for its trails, racing heritage, and enduring contributions to cycling. The City’s selection as host city for the 2030 World Mountain Bike Championships acknowledges its over-50-year legacy as North America’s mountain biking capital. Durango features over 300 miles of world-class singletrack traversing high desert to alpine environments and an elevation training advantage of 6,500 feet. The 2030 “Worlds” represents a full-circle moment for the pinnacle of competitive mountain biking and celebrates the sport’s grassroots heritage in the American West. Visit www.durangoworlds.com for more information.

Media Contacts
Kristin Carpenter | For Durango Cycling Championships | kristin@verdepr.com
Tom Sluis | For City of Durango | tom.sluis@durangogov.org
Theresa Graven | For Purgatory Resort | theresa@treehousepr.com

Olympic Track Athlete Colleen Quigley Joins Superfeet Team

The Olympian, coach and wellness advocate aligns with Superfeet’s bold new vision to support athletes at every stage of their journey.

FERNDALE, Wash. (Sept. 24, 2025) —  Superfeet, the global leader in performance insoles, is expanding its growing athlete roster by adding Colleen Quigley. Known for her dedication to sport and community, Quigley embodies the holistic athlete ethos at the heart of Superfeet.

Quigley – a 2016 Olympian in the 3,000-meter steeplechase, NCAA national champion, nine-time All-American and 2025 inductee in the Florida State University Athletics Hall of Fame – has built her career on passion, versatility and perseverance. From her unconventional beginnings as a dancer and model to becoming one of America’s top middle-distance runners, her journey proves it’s never too late to chase the sport’s highest stage through hard work and dedication. Today, she is both a competitor and a community leader, serving as a role model for modern athletes who view peak performance as part of a well-rounded lifestyle.

“This partnership is about more than sport,” says Trip Randall, CEO of Superfeet. “Colleen represents performance with perspective: she’s an Olympian, a mentor and an advocate for mental health and balance. Her story aligns perfectly with Superfeet’s mission: Designed for movement. Built to change lives.”

Beyond her own racing, Quigley is strengthening the sport through Meridia, a women-led, athlete-owned professional track team she co-founded earlier this year. Meridia is reimagining how athletes are supported, offering revenue-sharing, athlete autonomy, and a holistic infrastructure both on and off the track to help athletes succeed.

“Performance isn’t always a straight path; it’s about showing up, adapting, and finding strength in the details,” Quigley says. “I’m excited to partner with a brand that shares my passion for empowering athletes at every level.”

This new partnership comes as Superfeet pursues a renewed mission to serve athletes through biomechanical innovation and intentional design. Quigley joins fellow Olympian Sanya Richards-Ross on the brand’s growing athlete team, reinforcing its athlete-first mindset.

To follow along this new partnership, visit www.superfeet.com and follow on social media @Superfeet.

ABOUT SUPERFEET WORLDWIDE, LLC

Founded more than four decades ago, Superfeet Worldwide emerged from the sports medicine division of Northwest Podiatric Labs and has become a global leader in high-performance insoles. Known for its groundbreaking designs that support athletes in the most demanding conditions, Superfeet continues to advance insole technology to enhance athletic performance. The company donates 1% of sales and countless volunteer hours to initiatives that improve access to movement and sport for future generations. For more information, visit superfeet.com.

 

For media inquiries:

Chris Hong

christopher.hong@rygr.us

 

 

Craft Sportswear Named Exclusive Apparel and Equipment Partner of Eugene, Oregon’s New Sporting Cascades Football Club

FOR IMMEDIATE RELEASE

Contact: Tyler Sims

JAM Collective

craft@jamcollective.net

415-839-7546

 

SEATTLE – Sept. 24, 2025 – Craft Sportswear, global leader in performance apparel, is proud to announce a multi-year partnership as the exclusive apparel and equipment sponsor of Sporting Cascades FC, Eugene, Ore.’s new professional soccer club competing in USL League One.

Starting Jan. 1, 2026, all Sporting Cascades FC players, coaches and staff will sport Craft apparel for matches, training and official events, making Craft the team’s premium teamwear provider. The partnership marks Craft USA’s first professional team sponsorship and highlights the brand’s commitment to supporting athletes and communities at every level.

“We are thrilled to partner with Craft,” said Dave Galas, president of Sporting Cascades FC. “They are a well-established brand in endurance sports, with experience partnering with European football clubs, and we are proud to be their first professional club in North America. Craft brings top-tier design, a commitment to sustainability, and long-term support for our region. We couldn’t be happier to have them as our official teamwear and equipment partner.”

As part of the multi-year sponsorship, Craft will receive stadium visibility, digital integration, and on-site activation opportunities that connect the brand directly with Sporting Cascades FC fans across the Pacific Northwest. Highlights include TV-visible signage, LED sideline exposure, branded presence in VIP areas, sponsor activations at home matches, and dedicated digital campaigns across the team’s platforms.

“Sporting Cascades represents everything we stand for at Craft: a commitment to community, a connection to the natural environment, and a pursuit of performance,” said Jake Rawson, chief executive officer of Craft Sportswear USA. “Eugene’s storied athletic tradition reflects the same drive for excellence that defines our brand. As we make our first entry into American professional soccer, we’re excited to partner with a club that shares this DNA of community and performance. Our partnerships with teams in Europe reflect the strong ties between sport, community and nature across the Nordics, and Sporting Cascades brings those values to life here in the Pacific Northwest. We’re proud to help bring their vision to life with kits built to perform as dynamically as the team itself.”

More than 100 fans packed the Downtown Athletic Club in Eugene on Tuesday, Sept. 23, 2025, to celebrate the new partnership. SCFC President Dave Galas announced the agreement to an enthusiastic crowd, who also got a first look at Sporting Cascades FC–branded merchandise, including custom jerseys set to debut in late fall 2025.

Sporting Cascades FC will begin pre-season training in January 2026, with the inaugural season kicking off in March 2026. The team is scheduled to play 40 matches, all of which will be streamed live on ESPN+ and CBS Sports. Craft Sportswear’s partnership with Sporting Cascades FC will run through Dec. 31, 2029,

ABOUT CRAFT SPORTSWEAR

Craft is a Swedish brand specializing in clothing and gear for endurance sports where performance and comfort are crucial for optimal results. Working closely with elite athletes and constantly developing new materials and technical solutions, Craft offers innovative training and competition apparel and footwear for World Champions and Everyday Heroes.  For more information, visit craftsports.us, and follow the brand on Instagram @craftsportswear and @craftsportswearus.

ABOUT SPORTING CASCADES FC
Sporting Cascades FC is Eugene, Oregon’s first professional soccer club, set to make its USL League One debut in March 2026. With majority ownership in Vancouver, BC, the club unites communities of the Pacific Northwest, blending elite player development with fan-first experiences. The crest, colors, and identity draw inspiration from the region’s iconic landscapes. Guided by innovation, integrity, and impact, Sporting Cascades is committed to building a sustainable, community-driven club that inspires the next generation of players and supporters from Oregon to British Columbia. For more information, visit sportingcascades.com, and follow the team’s journey on Instagram @sportingcascades.

Wiley X Joins Boot Campaign’s YOU MATTER Initiative to Support Suicide Prevention

FOR IMMEDIATE RELEASE

Frisco, TX – [September 23, 2025] Wiley X, a global leader in protective eyewear, is proud to partner with Boot Campaign’s nationwide YOU MATTER initiative this September to raise awareness for suicide prevention and remind veterans, active-duty service members, and first responders that their lives matter.

As part of the campaign, Wiley X employees and brand ambassadors will wear YOU MATTER shirts and share tributes to those who serve, helping spread a powerful message of hope, gratitude, and support. Together, Wiley X and Boot Campaign stand united in the fight against veteran and first responder suicide.

For more information about Boot Campaign and the YOU MATTER initiative, visit BootCampaign.org.

For more information about Wiley X and its commitment to first responders, military service members, veterans, and their families, visit www.wileyx.com.

CONTACT:

Thomas Stickley, Backbone Media, LLC

Thomas.stickley@backbone.media

970.847.5463

Zero Motorcycles Powers Up with Backbone as its PR Agency of Record

FOR IMMEDIATE RELEASE

Media Contact: Brent Jacoby

brent.jacoby@backbone.media

Santa Cruz, Calif. (September 23, 2025) – Zero Motorcycles, the global leader in electric two-wheel transportation and powertrains, has appointed Backbone as its public relations agency of record. The partnership will support Zero’s continued mission to redefine the powersports industry through innovation, electrification, and a bold approach to brand storytelling.

With a legacy of helping premium outdoor and lifestyle brands grow their reach and impact, Backbone will lead strategic communications, media relations, and brand storytelling initiatives for Zero Motorcycles in the U.S.

“Zero Motorcycles is the kind of progressive, design-forward, and category-defining brand that inspires us,” said Ian Anderson, Vice President, Earned Media at Backbone. “We’re excited to support Zero’s mission of transforming the motorcycle industry and look forward to fueling its next stage of growth.”

The move comes as Zero continues to expand through new model innovation, strategic partnerships, and a rapidly growing dealer network. The brand recently launched its X Line of accessible, high-performance, off-road electric bikes, and continues to see increased demand from both riders and dealers globally.

“At Zero, we’re constantly looking forward, innovating, and finding ways to connect with more riders,” said Sam Paschel, CEO of Zero Motorcycles. “Partnering with Backbone gives us the firepower to share that vision more broadly and authentically, connecting with riders and media who believe in performance, sustainability, and pushing the limits.”

Backbone Media will work closely with Zero’s marketing and brand teams to amplify launches, press activations, and thought leadership as the company accelerates into a new era of electric mobility.

 

About Zero Motorcycles

Zero Motorcycles is the global leader in electric two-wheel transportation and powertrains, combining Silicon Valley innovation with traditional motorcycle DNA. Since its founding, Zero has pioneered the category with industry-leading technology, uncompromising performance, and a growing global dealer network. Today, Zero continues to shape the future of transportation with a focus on sustainability, innovation, and leadership in EV mobility.

About Backbone Media

Backbone is the country’s leading active lifestyle media agency. For over 28 years, Backbone has partnered with brands big and small to develop and execute effective, integrated media strategies. Backbone has consistently been included on Outside Magazine’s “Best Places to Work” list with offices in Carbondale and Denver, Colorado.

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Wintersports Hardgoods Pioneer HEAD/Tyrolia Partners with Verde Brand Communications as Agency of Record

BOULDER, Colo. (Sept. 23, 2025) – HEAD, the storied leader in winter sports equipment and high-performance skis, has selected Verde Brand Communications as its agency of record, effective immediately. This new partnership will help HEAD amplify its brand messaging across key markets in North America, energize its global community of athletes and outdoor adventurers, and support the rollout of its latest product innovations.

Founded in 1950 by aeronautical engineer Howard Head, HEAD broke ground by introducing the “metal-wood” composite ski, the Head Standard. The design revolutionized how skis were built and how they perform on snow. Over the decades HEAD and Tyrolia have continued to lead in winter sports, producing state-of-the-art skis, bindings, boots, helmets, goggles, and more. The company’s sustained success is driven by innovative technologies and a genuine connection with the ski community.

HEAD’s 2025/26 season product highlights include the all-new KORE TI line, which pushes freeride and all-mountain versatility with a brand new construction featuring new materials, including two titanal layers and flax, and fully updated geometry with new rocker profiles and sidecuts. The brand is also introducing the KALIBER ski boot featuring double BOA®-Fit technology for enhanced precision, custom fit and unmatched usability. The brand has also revamped its junior offerings, including the Monster & Unicorn series, to make skiing more accessible for kids and families through a re-designed sidecut that allows small, growing bodies better balance and control on the slopes.

Tyrolia also gets the spotlight with the introduction of the new ATTACK HYBRID binding, designed to combine ultimate ascent performance with uncompromising downhill characteristics, delivering the best of both touring and freeride worlds. In addition, Tyrolia adds fresh new Sand, Green, Grey, and Pink colorways for the ATTACK 14 GW and ATTACK 17 GW bindings.

“We’re thrilled to partner with Verde Brand Communications,” said Andrew Couperthwait, VP Product & Marketing. “HEAD has always been about pushing boundaries from performance and design, to the athletes we partner with. Verde’s strengths in authentic storytelling and strategic digital communications align seamlessly with our vision as we look to accelerate our presence globally, and deepen connections with ski enthusiasts, from professionals to newcomers alike.”

Verde Brand Communications brings expertise in outdoor and performance brand strategy, comprehensive public relations, influencer and content campaigns, and visibility strategies for the shifting digital landscape of media and consumer engagement. Verde will work with HEAD to craft and amplify the narratives around the newest product drops, athlete team, technological innovations and its role in shaping the future of skiing.

This announcement marks a new chapter for HEAD in its journey to educate consumers and elevate visibility in 2025 and beyond.

For more information on HEAD and its full range of winter sports equipment, visit head.com and follow them on socials:

@head_ski

@tyroliabindings

@head_freeskiing

@head_rebels

@head_snowboards

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About HEAD

HEAD is a leading global manufacturer of premium sports equipment, specializing in skiing, snowboarding, and related winter sports, as well as racquet sports, swimming, and diving. Founded in 1950 by engineer Howard Head, the company introduced revolutionary ski design with its Head Standard model — combining metal and wood to create skis that are more maneuverable, durable, and high-performance. HEAD continues to innovate through its product lines for freeride, all-mountain, junior, and luxury performance, pushing technical boundaries while delivering an exceptional experience to athletes and outdoor lovers around the world.

 

About Verde Brand Communications

Founded in 2002, Verde Brand Communications is a Colorado-based public relations and digital marketing agency that specializes in the outdoor and active-lifestyle spaces, as well as adjacent specialty markets. Verde provides customized brand communications strategy, media and influencer relations, and a range of digital marketing services. With offices in Durango and Boulder, Colo., and Jackson, Wyo., Verde’s market-driven approach stems from a nimble, close-knit team of creative thinkers. For more information about Verde, please visit www.verdepr.com or follow our adventures on Instagram and LinkedIn.

 

Media Contact:

Becca Katz, becca@verdepr.com

On x BEAMS x REI Co-op Reimagine the Modern Outdoors

Swiss performance meets Tokyo style and REI outdoor heritage in a globally minded exploration capsule

SEATTLE, TOKYO, and ZURICH (September 22, 2025) – Joined together by a shared love of the outdoors, On, BEAMS, and REI Co-op have unveiled a limited-edition collection that combines Swiss innovation with the reimagination of American outdoor heritage through a Japanese lens. Starting September 25, the capsule will be available online at Beams.co.jp, On.com, and REI.com. Select retail locations for each brand will also sell the collection. The partnership between the leading premium Swiss sportswear brand, Tokyo lifestyle retailer, and American specialty outdoor retailer bridges continents for a collection of apparel, gear, and accessories that weaves together contemporary style and high-performance for untold adventures.

The On x BEAMS x REI Co-op Collection includes a full range of head-to-toe apparel and gear designed to blur the line between technical performance and everyday style, from shoes and jackets to tents and camping essentials. The three-way collaboration builds upon the success of the original On x BEAMS collection launched in 2024, and is designed to move seamlessly between outdoor adventure and style.

To create the limited-edition collection On, Beams, and REI selected iconic products in their respective lines that help everyone explore outdoors with a focus on performance. For the design, the three mountains graphic is a tribute to the iconic peaks in the native regions of each brand – the Matterhorn in the Alps, Mt Fuji in Japan, and Mount Rainier in REI’s home state of Washington. REI’s Living Archive was leveraged for inspiration and to research examples of timeless colorways. Faded denim and earthy neutrals in the apparel, gear, and accessories give the collection a classic, well-loved appeal.

“At On, our goal is simple: to inspire the human spirit through movement. Our brand collaborations give us unique opportunities to amplify this mission—reaching new audiences and exploring fresh expressions of movement, all while staying true to the spirit that drives us,” says Julia Sieter, global head of collaborations at On. “With the BEAMS and REI capsule, we’ve brought together three distinct brands to create something special. The collection delivers performance without compromise: a jacket built for relentless rain yet refined enough for the city, and shoes engineered for rugged trails that feel effortless on the street. Its versatility is designed for a life that moves without limits.”

“The On x BEAMS x REI Co-op collection takes the best of all three brands and reflects a fresh take on outdoor culture through the lens of camping, running and lifestyle,” says Isabelle Portilla, REI vice president of Co-op Brands. “For 87 years, REI has inspired and equipped the community with high-quality gear and apparel that carries the REI name and many other leading and up-and-coming brands. Camping and hiking are core to our rich history as the activities remain enduring for authentic connections to nature as part of an active life.”

“With this collection, On, REI, and BEAMS wanted to express the unique outdoor experience each of us has learned from our different environments,” says Keita Kobayashi, BEAMS Men’s Casual Buyer. “We created this collection with the hope that by wearing this product lineup—a mix of On’s latest technology, REI’s classic style, and BEAMS’ fashion perspective—people will enjoy the outdoors in their own way across a variety of scenes.”

The collection includes:

Footwear

  • On x BEAMS x REI Co-op Cloudultra 3 Trail Running Shoes, $210 US
  • On x BEAMS x REI Co-op Cloudrock Low Waterproof Hiking Shoes, $190 US

Apparel

  • On x BEAMS x REI Co-op Explorer Sock Knee High, $40 US
  • On x BEAMS x REI Co-op Performance Cap, $60 US
  • On x BEAMS x REI Co-op Studio T-Shirt, $80 US
  • On x BEAMS x REI Co-op Club Hoodie, $150 US
  • On x BEAMS x REI Co-op Trek Jacket, $310 US
  • On x BEAMS x REI Co-op Trek Pants, $160 US

Camp

  • On x BEAMS x REI Co-op Speed Pack 18L, $140 US
  • On x BEAMS x REI Co-op Base Camp 4 Tent, $499 US
  • On x BEAMS x REI Co-op Flexlight Camp Chair, $79.95 US
  • On x BEAMS x REI Co-op Zephyr 25 Sleeping Bag, $199.95 US
  • On x BEAMS x REI Co-op Helix Insulated Air Sleeping Pad, $169 US

To bring the campaign to life, On partnered with photographer Erinn Springer, whose work offers a more intimate, human view of the outdoors. Centered on the idea of “untold adventures,” the imagery shifts focus away from extreme pursuits and instead celebrates the quiet, everyday ways people connect with nature—reflecting the ethos of a collection that balances utility with expression.

For more information about this collaboration, please visit the collection landing page at https://www.rei.com/b/on-beams-rei-co-op-collab.

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About On: On was born in the Swiss Alps in 2010 with the mission to ignite the human spirit through movement – a mission that still guides the brand today. Fourteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel and accessories for high-performance running, outdoor, training, all-day activities and tennis. On’s award-winning CloudTec® innovation, purposeful design and groundbreaking strides within the circular economy have attracted a fast-growing global fan base – inspiring humans to explore, discover and Dream On.

On is present in more than 60 countries globally and engages with a digital community on www.on.com.

On Media Contact:

Alixandra Matos, alixandra.matos@on.com

About 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 25 million members who expect and love the best quality gear and outstanding customer service. In addition to the co-op’s many stores across the country, outdoor enthusiasts can shop at REI.com, REI Outlet or the REI shopping app. Everyone is welcome to shop REI, but members who join the co-op enjoy a range of benefits. REI is a purpose-driven and values-led company dedicated to enabling life outside for all.

REI Media Contact:

Megan Behrbaum, mbehrba@rei.com

About BEAMS: BEAMS opened its first store in Harajuku, Tokyo, in 1976. As a pioneer of the select shop model, BEAMS has led the way by sourcing and proposing a wide range of fashion and lifestyle items from around the world. BEAMS also has extensive experience as a creative group, generating new value through collaborations and providing creative solutions across various genres, extending far beyond the realm of fashion. 

BEAMS Media Contact:

Minami Dodo, dodo.minami@beams.jp