Let's make outside
The largest
Level Playing field
on Earth.

When we take an honest look at the outdoor stories we tell and the heroes we typically herald, we as an industry, we are not championing women and men equally. A casual look at any portrayal of the outdoors—movie, magazine, catalog, store, bookshelf—shows male imagery, heroes, and stories. This doesn't honor or accurately depict the important role that women play in the outdoors.

Recognizing this, REI proudly launched a public effort called Force of Nature. It is a disruption of the status quo. It claims the outdoors as a place to opt out of cultural pressures to conform—the "supposed-tos" and "should" that underpin outdated stereotypes—especially for women. To create real change right now, we are putting women—of all ages, races, sizes, gender expressions—front and center in all we do.

hyper_x_rocket.jpg

 

Ambient: Burnt Tees

To communicate the driver's "hot" attributes, dozens of golf tees with burnt tips were scattered around local golf courses, tee boxes, and practice ranges.

 

Print

 

Print Brochure

Credits
CD // Steve Cullen, Craig Evans
AD // Simson Chantha
CW // Chris DeNino, Ronnie Lee

 

More Work

The Secret Sherry Society Guardians of Wine's Best Kept Secret

The Secret Sherry Society
Guardians of Wine's Best Kept Secret

American Girl Team Girl

American Girl
Team Girl

Donate Life America Give Life

Donate Life America
Give Life

Pacifico Clara Adventures On Tap

Pacifico Clara
Adventures On Tap

Graphic Design Work

Graphic Design Work

GiveT-Mobile The Un-carrier

GiveT-Mobile
The Un-carrier

Graphic Design Work

Graphic Design Work