Archives: Press Releases

Richmond, Calif.  (Feb. 28, 2024) – The Outdoor Diversity Alliance (ODA) and Outdoor Recreation Roundtable’s (ORR) Together Outdoors (TO) initiative are partnering to launch a new program designed to connect students from underrepresented communities to outdoor and environmental professions. The Outdoor Pathway Scholarship will provide students with $5000 in scholarship funding over two years, mentorship, and assistance with job placement in the outdoor industry or environmental field.

The Outdoor Pathway Scholarship application opens today, and the deadline to apply is March 28, 2024. Applicants should submit a 600- to 800-word essay or three- to five-minute video about their relationship with the outdoors, personal interests and goals, volunteer experience, and dream job. ODA and ORR will review scholarship applications in April and announce the winners in early May. After awardees are selected, each student will be paired with a leader from the industry who will provide coaching and mentorship for two years. Upon graduation, ORR and ODA will assist students with job placement.

Applicants must meet the following qualifications to be considered:

• Student must be pursuing an education in the outdoor industry or environmental fields
• Student must graduate in 2026. (Current sophomores in a four-year program, students starting a two-year program in the fall, and part-time students graduating in 2026 all qualify.)
• Student must show a financial need, however detailed financial information not required
• School must be located in the United States
• Student is required to have a 2.0 minimum grade point average
• School must be located in the United States
• School can be in-person or online
• Student can attend full-time or part-time

ODA developed the scholarship program criteria based on the feedback and recommendations from their community advisors. ODA’s community advisors represent outdoor affinity groups and historically marginalized communities, and they provide input about how ODA can best serve their communities.

ODA and TO will award a minimum of $10,000 in scholarships in May. They hope to raise additional funding to increase the number of students they can support with scholarship funding. Companies or individuals interested in making a donation to the scholarship program should contact the Outdoor Diversity Alliance at outdoordiversityalliance@gmail.com.

“To make the environment and outdoors more inclusive, we need to invite representatives from a diverse workforce to have seats at the table,” said Lestarya Molloy, founder & CEO at Fridie Outdoors. “As a woman of color who studied environmental economics and policy at University of California Berkeley, I know first-hand this scholarship signals to students that they can solve issues they care about as a career,” said Molloy. “There are professions to increase access to parks and green spaces, improve air and water quality, design innovative new gear and technology to increase outdoor participation, and more. This program is an invitation and validation that students from underrepresented backgrounds with environmental studies are both wanted and needed to create lasting change.“

“The scholarship program is not only providing financial assistance to students, but also ensuring that they have access to mentorship opportunities that will help them in their career pathways in the outdoor industry and environmental fields,” said Teresa Baker, ODA board member and founder of the In Solidarity Project.

“Together Outdoors is proud to support this new program for students from underrepresented communities to pursue careers in conservation and the outdoors,” said Ambreen Tariq, senior program director at Outdoor Recreation Roundtable and Together Outdoors Coalition Lead. “Outdoor recreation generates $1.1 trillion in economic output and supports nearly 5 million jobs. Creating more pathways to these meaningful careers for a new, diverse generation of young people will only make our industry more vibrant.”

Click here to access the Outdoor Pathway Scholarship program application.

About Outdoor Diversity Alliance

Launched in October 2023, the Outdoor Diversity Alliance (ODA) is a growing group of outdoor brands that are committed to collectively advancing equity in the industry. Its mission is to assist the outdoor industry in addressing systemic issues impacting diversity, equity, and inclusion through collective action. Central to ODA’s theory of change is the idea that business leaders must listen to the needs of historically underrepresented communities and groups, and drive change across the industry. For more information, follow ODA on LinkedIn, visit the website at www.insolidarityproject.com/oda, or email ODA at outdoordiversityalliance@gmail.com to inquire about membership.

About Outdoor Recreation Roundtable

The Outdoor Recreation Roundtable (ORR) is the nation’s leading coalition of outdoor recreation associations representing the more than 110,000 outdoor businesses in the recreation economy and the full spectrum of outdoor-related activities. The most recent data from the U.S. Department of Commerce shows that outdoor recreation generated $1.1 trillion in economic output (2.2% of GDP), 5 million jobs and comprises 3.2% of U.S. employees. Funding for this project is made possible from Together Outdoors, an ORR initiative that nurtures an environment where all people have access to welcoming outdoor recreation experiences. We pursue this work through engagement, partnership, and education across all segments of the outdoor community.

 

 

Austin, TX (Feb. 28, 2024) – ROKA, the renowned performance design brand that creates and manufactures eyewear and technical apparel for lifestyle and competitive athletes, has signed a contract to become an official sponsor of the 2024 CrossFit Games. This partnership with CrossFit will showcase ROKA’s commitment to promoting excellence, performance, and style in the global fitness community.

“We started ROKA to empower athletes to reach their full potential. Partnering with the CrossFit Games aligns perfectly with that mission,” says Rob Canales, Co-Founder and CEO of ROKA. “This year, we’re excited to expand our impact in the fitness community and provide CrossFit athletes with the best performance eyewear and swimwear for training and competition.”

“I’m thrilled to announce ROKA as the official eyewear and swimwear partner of the 2024 CrossFit Games,” said Don Faul, CEO of CrossFit. “Built by athletes, for athletes, ROKA is the perfect fit for the CrossFit community. We’re incredibly excited to welcome them as a partner for the 2024 season!”

As ROKA builds on its investment in the CrossFit community, the brand is also thrilled to welcome Tia-Clair Toomey-Orr, a six-time CrossFit Games winner and Olympic weightlifter, to its esteemed athlete roster.

From Queensland, Australia, Toomey-Orr is the most dominant CrossFit athlete of all time with six consecutive Fittest Woman On Earth titles. During the same period, she also competed in the 2016 Summer Olympics as a weightlifter, won gold in the 2018 Commonwealth Games for Olympic Weightlifting, and qualified Australia for the 2022 Winter Olympics as part of a 2-man Bobsleigh team. In 2023, Toomey-Orr gave birth to a baby girl in May and then took 2^nd place at the Rogue Invitational in October.

“I have been wearing ROKA sunnies for years through my training and competition. Not only do they look good and have great styles but they are light and feel secure on my head when performing all the activities I do on a daily basis. I am so excited to finally be joining the ROKA team.”

Known for her exceptional athleticism, perseverance, and dedication, Toomey-Orr perfectly embodies the spirit of ROKA’s brand. Athletes and fitness enthusiasts around the world can look forward to seeing Toomey-Orr sporting ROKA sunglasses and wetsuits during the upcoming CrossFit Games. To celebrate the addition of Toomey-Orr to their athlete roster, ROKA is providing the opportunity to win a workout CrossFit™ legend, Tia-Clair Toomey-Orr, plus 1 of 100 pairs of sunglasses per week during the CrossFit™ Open. For more information on how to win, ROKA’s sponsorship of the 2024 CrossFit Games, or performance eyewear and swimwear, please visit www.roka.com/crossfit-tia-contest.

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About ROKA

ROKA is on a mission to unlock human potential. Founded in 2013 in Austin, Texas, ROKA’s award-winning performance eyewear, wetsuits, and other performance gear have led athletes to dozens of world titles, including three Olympic gold medals, more than 30 World Championship titles, multiple Tour de France stage and overall team wins, and hundreds of other podium finishes. ROKA works with the world’s leading scientists, athletes and organizations to push the boundaries of performance design, bringing those innovations to all who move. ROKA products are available worldwide at roka.com and through select retailers. Follow ROKA on Instagram and Facebook.

SEATTLE – In one of the most anticipated times of the year for REI members, the nation’s largest consumer cooperative has issued hundreds of millions of dollars through its annual Co-op Member Reward. While members can tap into a wide range of benefits every day, REI is celebrating Member Month through March 25 with additional special discounts and early access to curated products for a head start on the next adventure.

Anyone is welcome to tap into the expertise of REI’s store staff, online resources such as its Expert Advice library, and outdoor gear and apparel. Only members enjoy a range of additional year-round benefits.

“One of most notable perks of being a co-op member is the annual reward based on eligible purchases from the prior year,” said Clay Walton-House, REI divisional vice president of member and customer planning. “Whether someone is new to the co-op or a member for many years, the best way to experience all that the co-op offers is by taking advantage of the many membership benefits.”

In addition to the issuance of the Co-op Member Reward, all members can enjoy savings and special access for products and more during Member Month, including:

• An extra 20% off one full-price item from REI (in-stores, online or via customer service) with coupon code MEMBER24 at checkout. Valid March 15-25.
• An extra 20% off one item from REI Outlet (REI.com/outlet) with coupon code MEMBER24 at checkout. Valid March 15-25.
• Early access to Member Collection products such as On Cloudsurfer Trail and Cloudhorizon shoes, NEMO Moonlight Elite backpacking chairs, Birkenstock Mogami sandals, Saucony X REI Co-op collaboration products (first-ever collection of limited-edition running shoes and apparel), and REI Co-op Swiftland MT SE shoes. The availability of Member Collection products varies. Visit REI.com for details.
• Other great product deals including 50% off REI Co-op Skyward tents and footprints, and 30% off all Co-op Cycles Kids’ Bikes, selected adult apparel from The North Face, and all Osprey Ozone luggage.
• Save 10% off selected REI adventure travel trips including Alaska Haines-Skagway Weekend Cycling (Lodge Based), Bryce Canyon and Capitol Reef National Parks Hiking Adventure, California Wine Country Hiking: Napa and Sonoma, Mt. Rainier and Olympic National Parks Hiking Adventures, and Seattle Hiking, Cycling and Kayaking (Lodge Based). Available March 8-25. Visit com/trips-on-sale for details.

Anyone can become a lifetime member for a one-time $30 fee. All members enjoy access to a range of year-round benefits including access to Re/Supply, the co-op’s lightly used gear and trade-in program; discounts on shop services, rentals and experiences; early access to curated products and limited-edition gear; and more. Members also enjoy an extended return window of one year from purchase (exemptions apply).

New members join a growing community that fights for a life outside. With each new membership purchased, the co-op donates $5 to support the REI Cooperative Action Fund. Launched in 2021, the community-supported nonprofit is fueled by donations from REI members, customers, employees, foundations, and corporate partners – including the REI Co-op. The REI Fund provides support to nonprofit organizations across the country doing essential work to create a more equitable outdoors for everyone.

Additional information

The Co-op Member Reward is distributed to active members based on their eligible, full-price purchases from the prior year. Members can find their Co-op Member Reward reflected in their respective accounts, which is typically 10% back on eligible full-price purchases. REI Co-op Member Rewards are immediately redeemable for purchases made online, in-stores, or via the app.

Only active REI Co-op members are issued a Co-op Member Reward. To be considered active, a member needs to make net merchandise or shipping purchases (purchases minus credits and returns) of at least $10 per year, unless an individual joins during that calendar year.

A 10% Co-op Member Reward is typical, but not guaranteed. The Co-op Member Reward is based on eligible net qualified purchases, which exclude REI Outlet items, sale, clearance, discounted items, used gear, gift cards, REI classes, tours and events, shipping charges, service fees (e.g., rentals, labor, shop services), membership fee, REI Cooperative Action Fund donations, postage, event tickets, passes or registrations, government agencies and sales tax.

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 23 million members who expect and love the best quality gear, inspiring expert classes and trips, and outstanding customer service. If you can’t visit one of our many stores, you 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. More than a retailer, REI is a purpose-driven and values-led company dedicated to enabling life outside for all.

BOULDER, Colo. (Feb. 28, 2024) – Matador Travel Equipment, the award-winning producer of high-performance travel equipment, is delighted to unveil its latest innovation: Matador Gear Tags. This addition to Matador’s product line is designed to provide travelers with a reliable solution for securing contact information on any type of luggage or equipment, and easily identifying personal belongings.

Crafted with durable, weatherproof Hypalon and a Polycarbonate buckle, the Gear Tags offer exceptional resilience to withstand the harshest travel conditions. Each set includes two all-black tags, one with white hardware and one with black hardware. Travelers can write in their contact information or mark a bag’s contents on the waterproof interior of the tags. The custom adjustable hardware ensures versatility, by enabling installation on closed handles or loops of varying sizes.

“We’re excited to introduce the Gear Tags as part of our commitment to providing travelers with high-performance solutions that enhance their travel experience,” said Chris Clearman, founder and CEO of Matador. “These rugged tags not only offer practical functionality but also reflect Matador’s dedication to quality and durability.”

Matador’s Gear Tags (MSRP: $14.99) are available now at select retailers and online at
https://www.matadorequipment.com/products/gear-tags-2-pack.

About Matador Travel Equipment
Matador designs high-performance travel equipment designed for objective-based travel. The team’s strengths in design, material technology, and construction give them an edge in developing innovative products that bring outdoor expertise to the pursuit of travel. For more information about Matador, visit www.MatadorEquipment.com.

BOULDER, Colo. (Feb 28, 2024) –  La Sportiva, makers of the world’s finest mountain gear, today announced its new apparel collection for Fall 2024. This new line blends advanced materials with the Italian brand’s commitment to environmental responsibility, offering gear that provides warmth, durability, and protection against extreme weather.

“Our goal with this new collection was to create pieces that excel in extreme alpine conditions,” said Jonathan Lantz, president of La Sportiva North America. “This season, we’re proud to introduce pieces such as the Olympus Tech Down Parka and the Alpine Guide GTX Jacket, which both highlight our commitment to innovation and environmental responsibility. These new pieces were designed to withstand the hostile conditions that alpinists face in high-altitude environments, providing athletes with the comfort, mobility, and protection they need to perform at their best.”

Leading the charge for this collection is the Olympus Tech Down Parka and Pant, a duo designed for high-altitude mountaineering where the margin for error is zero. The parka boasts an impressive 1000 fill power down insulation, integrated with La Sportiva’s innovative 3D Aero® chamber construction to minimize cold spots and distribute warmth evenly. The pants, which are made of a hybrid of 1000 fill down and synthetic insulation, feature PrimaLoft® padding on critical areas, ensuring warmth and mobility even in the most unforgiving conditions. The Olympus Tech Down Parka has an MSRP of $699, while the pants are listed at $379.

The new Zupo 2.0 Pant is a game-changer for those who move fast and light. Ideal for alpine adventures and ski touring outings, its hybrid soft-shell construction and articulated knee design offer flexibility and durability. A stretch waistband and compatibility with ski mountaineering boots make these $159 pants a versatile choice for any high-altitude pursuit. The Zupo 2.0 is available for men and women.

The Alpine Guide GTX Jacket and Pants, available in men’s and women’s models, are designed to be armor for the unpredictable. The jacket is a fully featured hardshell with water-repellent zips and articulated construction for unrestricted movement. Every detail, from the structured hood to the adjustable cuffs, is designed with the alpinist’s needs in mind. The Alpine Guide GTX pants bring breathability and weather resistance to the forefront, marrying robust protection with the freedom to move. The Alpine Guide GTX Jacket is priced at $549, with the pants retailing for $399.

The Ethereal Pro Jacket redefines expectations for ultralight waterproof layers, offering a perfect balance of weight, packability, and weather protection. Its structured hood and PFC-free DWR coating offer shelter from the storm, while the chest pocket doubles as a packable pocket, making it an essential piece for every mountain runner. The $269 Ethereal Jacket offers a waterproof rating of 20K MM, weighs in at a mere 5.5 oz, and is constructed with Pertex Shield fabric.

Rounding out the new collection is the Blizzard Insulated Vest, a testament to La Sportiva’s commitment to eco-friendly innovation. Utilizing recycled materials and the VaPOEvent™ hive construction for breathability, this packable vest is designed for dynamic use in cold conditions, ensuring thermal insulation without sacrificing movement. This vest is available for men and women, with an MSRP of $89.

The new collection will be available at select specialty retailers and at www.lasportivausa.com in the fall of 2024. Select samples for media will be available prior to the release of the line. Contact La Sportiva PR representative Sean Van Horn at sean.vanhorn@backbone.media for more information.

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With over 90 years of heritage, La Sportiva has unrivaled experience in building the world’s finest performance mountain footwear. Creating innovation through passion, La Sportiva now offers the most versatile technical climbing, mountaineering, Mountain Running® and hiking shoes on the market as well as ski mountaineering hardware and apparel. For more information on La Sportiva visit www.sportiva.com or visit their Instagram page at: https://www.instagram.com/lasportivana/    

 

 

 

Elkton, MD (Feb. 28, 2024) — GOREWEAR, the leading innovator in high-performance running and cycling apparel, announces today that their new CONCURVE GORE-TEX running jacket is now available online at gorewear.com, in both men’s and women’s styles. This newly released running jacket is one of the first on the market to use GORE-TEX’s new ePE Membrane and has recently won a top industry accolade from the highly distinguished ISPO Awards team.

The ePE (expanded polyethylene) membrane in the new CONCURVE GORE-TEX running jacket is a key milestone in Gore’s responsible performance journey, providing high-performing, durable products that are engineered for long product life. The new GORE-TEX ePE Membrane offers durably waterproof, windproof and breathable performance and protection, and is covered by the renowned GUARANTEED TO KEEP YOU DRY Promise. The ePE Membrane is light, thin yet strong; is PFC-free* and has a reduced carbon footprint** (per Higg MSI).

“By combining the new GORE-TEX technology, dedicated to Responsible Performance, with our advanced approach to Kinetic Garment Design, we introduce the all-new CONCURVE Jacket Design,” said Juergen Erd, Product Leader at GOREWEAR. “It was a long and sometimes tough journey, where the power of a small, committed team helped us raise the bar for waterproof running jackets once again.”

ISPO, the international trade fair for the sports industry, honors the most innovative products and services in the outdoor and sporting goods industries with its highly distinguished ISPO Awards. The CONCURVE GORE-TEX running jacket was a recent recipient of this distinguished award for its groundbreaking approach to blending cutting-edge technology with responsible performance. In addition to the new GORE-TEX ePE membrane, the CONCURVE GORE-TEX running jacket features a low profile, packable design, streamlined fit, and innovative Kinetic Garment Design body mapping for second-skin-like freedom of movement without excess bulk.

“You can feel the special fit of the jacket as soon as you try it on. It is super light, elastic, and has no unnecessary seams. This not only makes it super comfortable, but it also makes it more durable because weak points have been eliminated. The PFC-free, GORE-TEX fabric with ePE membrane is another plus point,” the ISPO Jury said in a statement about the award.

In other GOREWEAR Run category news, the fan-favorite R5 GORE-TEX INFINIUM™ Insulated jacket recently won a 2024 Fitness award from Men’s Health. The jacket was given the “best cold weather running jacket” award, and the editors stated, “Gore’s new R5 jacket eliminates the need for a mid-layer yet manages to stay light at 8.8 ounces and is made of a new windproof, water-repellant fabric.” The R5 GORE-TEX INFINIUM™ running jacket features WINDSTOPPER® products by GORE-TEX Labs product technology, offering totally windproof, extremely breathable, and durably water resistant, lightweight protection. Other features include quick-drying POLARTEC® ALPHA® insulation, semi-transparent nylon as an outer layer, a close-fitting hood, and reflective ascents.

GOREWEAR has a rich history of being recognized for its innovative and high-performance apparel. In 2020, this same GOREWEAR R5 GORE-TEX INFINIUM™ Insulated jacket won an ISPO Award and was named “Product of the Year,” underscoring the brand’s consistent dedication to groundbreaking design and functionality.

The CONCURVE GORE-TEX running jacket (MSRP: $280.00 USD) is available now on the gorewear.com website. The men’s version is available in three colorways, Lime Yellow, Black, and Utility Green, and the women’s version is available in Lime Yellow, Black, and Scrub Purple.

The R5 GORE-TEX INFINIUM™ Insulated jacket (MSRP: $270.00 USD) is also available in men’s and women’s versions and four colorways each, a Black, White/Fireball, White/Neon Yellow, and a Lab Grey/Process Purple (women’s) and Lab Grey/Utility Green (men’s).

For more details about the GOREWEAR brand, its range of products, and its commitment to innovation, please visit gorewear.com.

* Advances Gore Fabrics’ goal of being free of PFCs of environmental concern over the lifecycle of its consumer products. In this case, the goal is accomplished using non-fluorinated materials. Learn more at https://gtx.is/pfcec.

**Through laminates with a new lower-mass membrane and select textile(s) (per Higg MSI)

GORE, GORE-TEX, GUARANTEED TO KEEP YOU DRY and designs are trademarks of W. L. Gore & Associates.

About GOREWEAR

GOREWEAR designs and innovates products specifically tailored for endurance athletes, elevating their experiences across diverse weather conditions. Employing a scientific approach, GOREWEAR deeply comprehends the challenges endurance athletes encounter and strives to formulate effective solutions. Discover more at www.gorewear.com

About Gore

W. L. Gore & Associates is a global materials science company dedicated to transforming industries and improving lives. Since 1958, Gore has solved complex technical challenges in demanding environments — from outer space to the world’s highest peaks to the inner workings of the human body. With more than 13,000 Associates and a strong, team-oriented culture, Gore generates annual revenues of $4.5 billion. For more information, visit gore.com

 

 

 

 

 

FEBRUARY 28, 2024 – PORT COQUITLAM, BC.

Norco Bicycles has unveiled a ground-up redesign for two of their mainstay models. The new Sight and Optic are here.

Since introducing the bike in 2012, Sight has been the go-to for uncompromised All-Mountain performance. It’s shown up at the top of international Enduro podiums, shredded the North Shore, and has become the bike for riders who’re all-in, every time they’re out.

With the last generation of Optic that was released in 2019, Norco set a new standard for capability with the fastest, most aggressive trail bike around, and firmly established that suspension travel isn’t the only indicator of how much a bike can handle.

Same Names, New Confidence.

For the new 2024 models, both bikes are set to gain serious ground with the new Virtual Pivot Suspension | High Pivot (VPS_HP) platform, an innovation that has been tested to the limits to ensure ultimate performance.

SIGHT | RIDE & SEEK:

With 160/150mm of travel, the 2024 Sight takes the best of the Range platform and has tightened it up into a light, pedal friendly, maneuverable, high-pivot package. Whether you’re carving down a steep loam line, dropping in for an enduro stage, or heading off into the backcountry for an all-day epic, this bike performs. With increased rearward axle path, idler, and the innovative VPS_HP suspension layout, this new design gives the Sight next level confidence and capability, up or down the mountain.

OPTIC | PLAYFUL PRECISION:

With 140mm/125mm of travel, the 2024 Optic condenses years of technology from long travel bikes into a lightweight package that’s as ready to tear up climbs as it is tackling challenging descents. The VPS_HP suspension layout provides increased rearward axle path and an idler to manage pedal feedback, keeping Optic’s playful roots, while punching above its weight when the trails get rough.

As a part of their Rider First mentality, Norco is also introducing a serious upgrade to the industry leading Ride Aligned™ Setup Guide. This update not only covers data for the newest MY24 models, but it will include the entire range of Norco bikes to ensure every rider has the best on-bike experience possible.

More than just a facelift, the enhanced Ride Aligned (live Feb 28^th) platform includes:

• Streamlined bike set up suggestions (suspension, cockpit setup, and tire pressures) for all stock Norco models using rider height, weight, positioning on bike and other modifiers such as preferred suspension feel, trail grip and trail type.
• A Garage portal to save multiple set ups for varying trail conditions, type and ride feel for the same bike and multiple bikes.
• Setup Assistant to adjust settings after a few rides and truly dial in your ride to what feels best.

Additional information on the new Sight and Optic models, as well as the Ride Aligned update, can be found in the Media Kit accompanying this press release.

For more, please reach out to brandon.martinez@backbone.media or AshleyR@Norco.com.

PHOTO ASSETS AVAILABLE FOR DOWNLOAD HERE.

About Norco Bicycles

Norco is a global leader in high-performance mountain bikes, known for its commitment to innovation, quality craftsmanship, and the pursuit of trail-blazing excellence. Founded as Northern Cycle Industries in 1964, operating out of a chicken coop, the brand has evolved over the years, but hard work, passion, and commitment to innovation have always been at the forefront. The mountains and trails of British Columbia are hard-wired into the DNA at Norco, and they will always be the ultimate inspiration for the character and performance of every Norco bike. Norco.com

 

MANCHESTER, Vt. (February 27, 2024) —Dominic Lucero, angler, outdoor educator, and founder of Colorado Treks, has been recognized by outdoor retailer Orvis with its Breaking Barriers Award for 2024.

“Orvis created the Breaking Barriers Award in 2015 to recognize the individuals or organizations going above and beyond to bring new communities into the outdoors through fly fishing and wingshooting,” said Orvis President Simon Perkins. “We are proud to celebrate Dominic and the work of Colorado Treks, which embodies the spirit and mission of this award.”

Based in Denver, Lucero founded Colorado Treks in 2016 to inspire life-changing confidence in indigenous and Latinx youth in Colorado through cultural experiences and outdoor education.

Lucero grew up an avid outdoors person thanks to family generational outdoor cultural practices passed on by his uncles and Grandfather. He understands the importance and need for that kind of mentorship and accessibility for under invested communities. Through partnerships with public schools in the Denver Metro Area, Colorado Parks and Wildlife, and others, Colorado Treks has helped open the outdoors to more than 1,000 youth in the greater Denver area.

“I’m honored to receive this award from Orvis and excited to have their support to help introduce more kids to what I call the medicine of the mountains,” said Lucero. “Community and connection to nature and culture have the power to heal individuals and change the world.”

Lucero joins previous Breaking Barriers Awards winners, including Durrell Smith, founder of the Minority Outdoor Alliance, Tracy Nguyen-Chung of Brown Folks Fishing, and Jess Westbrook of The Mayfly Project. 

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About Orvis

Founded in 1856, outdoor retailer Orvis is the trusted guide to the adventure and wonder in nature. Orvis operates more than 80 retail stores around the United States and maintains a network of over 400 dealers worldwide as a trusted source of discovery and adventure in the natural world through fly fishing, wingshooting and our connection with dogs. A purpose-led company, Orvis was one of the first to establish a corporate philanthropy program in the 1980s. The company commits 5% of pretax profits each year to ensuring the sustainable future of fly fishing, wingshooting, and the natural world for future generations. To learn more visit Orvis.com.