Competitor Group and REI Announce Partnership

Jan 15, 2013

  • REI to become title sponsor of Muddy Buddy Adventure Series
  • Outdoor retailer will serve as presenting sponsor of TriRock Triathlon Series
  • Partnership includes in-store classes for event participants

Competitor Group, Inc. (CGI), the leading active lifestyle sports media and event entertainment company, has announced a three-year partnership with REI (Recreational Equipment, Inc.), one of the nation’s largest outdoor gear and apparel retailers. In 2013, REI will become the title partner of the Muddy Buddy Adventure Series, as well as presenting sponsor of the TriRock Triathlon Series.

“At REI, we are passionate about the outdoors and inspiring others through our educational classes and programs,” said Sally Johnson, REI outdoor programs and outreach manager. “These events encompass the love of adventure that is a cornerstone of our company and customers.”

“REI has a fundamental understanding of our participants and what they love to do and we’re thrilled to have them take such a large role in our multisport category of events,” said John Smith, Senior Vice President at Competitor Group. “REI really goes beyond gear and apparel and engages in outdoor sports on a participatory level that’s unique for a retailer of their size and influence.”

REI Muddy Buddy series are adventure races that invite teams of two to choose between the traditional REI Muddy Buddy Bike & Run, in which participants switch off running and biking, and the REI Muddy Buddy Run, which keeps teams together as they navigate on foot. Courses are lined with challenging obstacles and creative costumes are encouraged.

Each event’s signature finale involves both teammates crawling through a 50-foot-long mud pit before crossing the finish line together. REI Muddy Buddy is a family friendly event, welcoming kids ages four to 11 to join in the Mini Muddy Buddy. Leading up to the events, REI stores will also host Mud Run, Bike Maintenance and Outdoor Fitness Basics classes taught by REI instructors to help athletes prepare to participate.

The TriRock Triathlon Series presented by REI has grown into one of the nation’s premier multisport series, taking place in eight cities across the country. in 2013. The triathlon events feature Olympic and Sprint distances with entertainment positioned along the race route, offering a unique race experience unlike anything else the industry has to offer. Participants just testing the waters of the triathlon experience can also sign up as a three-person relay team, taking on either the swim, bike or run component. REI will host educational programs to support participants, including a TriRock class led by triathletes and on-going Triathlon Basics classes led by REI experts.

In both events, participants receive a finishers medal, t-shirt and for those over 21, access to a post-race beer garden.

About REI Muddy Buddy Adventure Series benefiting the Prostate Cancer Foundation

The REI Muddy Buddy Adventure Series is all about having a great time with your husband, wife, son, daughter or best buddy. Teams of two compete with or without a bike in an off-road adventure race with awesome obstacles, one glorious mud pit and a hunger for having a ton of fun. The event’s signature finale is the giant mud pit, which all teams must crawl through before crossing the finish line. The event benefits the Prostate Cancer Foundation through their Athletes for a Cure program.

About the TriRock Triathlon Series presented by REI

The TriRock Triathlon Series is organized by Competitor Group, the creators of the Rock ‘n’ Roll Marathon Series. The series started in 2010 in San Diego, the birthplace of triathlon. Over the past two years, the TriRock Series has grown into one of the Nation’s premier multisport series. The triathlon events feature Olympic and Sprint distances with entertainment positioned along the race route. Each event also features a finish line festival with a beer garden, free breakfast, red carpet finish and a post-race concert. TriRock is part of Competitor Group’s larger triathlon platform which includes The Nation’s Triathlon To Benefit The Leukemia & Lymphoma Society, the Philadelphia Insurance Triathlon, and the Toyota SheROX Triathlon Series—reaching more than 20,000 participants collectively in 2012.

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 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.