#ForceofNature is a disruption of the status quo. It boldly claims outside as the largest level playing field on earth. A place to opt out of the ‘shoulds’ and ‘supposed–tos’ that underpin outdated gender stereotypes. To create change, REI put women front and center of everything they do for the rest of the year. Changing the narrative by only telling their stories. Convening community with 1,500+ events designed to get women outside. Closing the gear gap in quality and sizing options across their assortment. And investing in next by donating $1M to support organizations that create opportunities for women and girls in the outdoors.
Direct Mail
The catalog resonated with our audience on a level unimaginable. There was an outpouring of organic social shares on Instagram, Facebook and Twitter.
@jaimepuravida Dear REI, Thank you for getting us. Sincerely, Women #forceofnature #rei #womenwhohike #pnwoutdoorwomen #leveltheplayingfield #thewildthingsareus #getoutdoors #womenwhoinspire #womenwholift
@marykaycooper Made me cry this morning at breakfast, @REI. A sincere thank you. #ForceOfNature
@joyful_meg Just one more reason to love REI. I went to my mailbox and found this delightful publication. They are dedicating 2017 to women empowerment and equality. #womenwhohike #forceofnature @rei
@meredithob I love @REI. It’s ok by me when brands stand by me in what I believe. My $ is powerful. I circled what I’ve heard as a woman. #ForceOfNature
@jkmatson Geez, @rei…this publication stopped me in my tracks and got some tears going today. I’ll stand with you…in my muddy fleece AND lipstick. #forceofnature
@afuntanilla Hey @REI loved your AD so much I laminated it! #ForceOfNature #GoBeIt #GoDoIt
@nourishthrive.co Sometimes a company makes you feel like you've been seen and heard. @rei you're awesome. #forceofnature #women #womenadventures #optoutside #thegreatoutdoors #rei #likeawoman #coop #equality #marketinggenius
@LonnieSmalley As a dad with 2 daughters, I love what @REI is doing to draw attention to gender equality! #ForceOfNature
Outside Magazine x rEI co-op
Partnered with Outside Magazine on their 40th anniversary issue, the first ever all women’s ‘XX factor’ issue.
Out of home
The media buy included bus wraps, station dominations, print ads and wild postings.
symbol
Designed a ‘Force of Nature’ bandana to symbolize the movement. Encouraging you to tie one on and share your support of the outdoors — the largest level playing field on earth. #ForceOfNature
designed by women
REI enlisted women artists to design our ‘Force of Nature’ t-shirts sold in-store and online, including a very special collaboration with WILDFANG. A percentage of the proceeds went towards non-profits for women & girls in the outdoors.
Art by: Gala Bent, Roshi K, WILDFANG & Frida Clements
in-store
engaging community
Throughout the year they held over 1,000 outings, classes & events for women in the outdoors to convene, learn, engage, share and inspire. REI made it easy for you to find one in your local area via our landing page.
Awards
The One Club ‘Gold Pencil’ – PR Brand Voice
Cannes Glass Lion for Change – Bronze