REI CO-OP
trailmade
collection
Launch campaign
inclusivE. simplE.
functional design.
What a concept!
REI Co-op introduced its new Trailmade collection, aimed to accommodate more people’s needs for hiking and backpacking. This collection provides customers affordable gear and apparel options, including gender-free sleeping bags, backpacks, trekking poles, hiking apparel and jackets, and more inclusive sizing options across the line.
The Trailmade collection was designed from the ground-up and guided by insights from members of REI’s inclusion advisory panel of BIPOC, LGBTQ+, body positive and adaptive communities in collaboration with Unlikely Hikers, Latino Outdoors, 52 Hike Challenge. The Venture Out Project, and Fresh Tracks at the Aspen Institute. The panel added feedback to inspire designs that were familiar, approachable to more people, and reduced common feelings of intimidation that frequently come with getting started outside.
So we used many of those peeps in our creative expression.
Social
Influencers
Digital Display Ads
In-Store Signage
Photography
