REI launches Co-op Studios to produce original content and entertainment
New studio’s stories will educate, inspire, and shift perceptions of the outdoor experience
May 26, 2021
REI today announced the launch of Co-op Studios, the retailer’s new in-house content arm. Across films, podcasts, and editorial programs, the studio develops and produces stories that entertain, enrich and explore the power of time spent outside, while complementing the co-op’s broader climate and racial equity, diversity, and inclusion commitments.
As part of the co-op's ongoing commitment to racial equity and climate action, the studio will prioritize storytelling from people and communities that are Black, Indigenous, People of Color (BIPOC), LGBTQ, women, and any other historically underrepresented groups as well as stories that reflect the human impact and opportunity to protect the environment.
“The outdoors is for everyone, and content is a powerful and relevant way to bring that belief to our members and new audiences,” said Paolo Mottola, REI director of content and media. “We are supporting projects that explore this idea from a variety of perspectives, formats, and, most importantly, from a variety of voices. Our plan is to share and promote stories that encourage awareness, inspiration and celebrate the different ways communities spend time outside.”
With 20 million lifetime members and an established network of existing content, REI is expanding its content efforts to give members more outdoor perspectives and inspire new outdoor experiences.
The next release from Co-op Studios is “The Trees Remember,” a three-part, scripted, short film series with titles “Movement,” “Maintenance” and “Migration,” written and directed by Angela Tucker of TuckerGurl, Inc. The series explores connection to nature through the heartfelt stories of three Black women. Set in different decades, the narratives depict their compelling and sometimes humorous journeys of growth and healing in the outdoors.
More film projects will be announced in coming months. Upcoming multimedia projects from Co-op Studios include:
- A new podcast series launching in September called “Hello, Nature,” hosted by Misha Euceph, explores the experience of our national parks through the eyes of a Pakistani American. Her quest is to see some of the national parks in 2021, and answer the question, “If the parks are public, aren’t they supposed to be for everyone?”
- New episodes of “Miranda in the Wild,” a digital series featuring REI employee and enthusiastic backpacker and hiker, Miranda Webster, who shares her knowledge and humor to help break down barriers to getting outside.
- A digital show featuring James Beard award-winning chef, nutrition coach, and avid rock climber, Maria Hines, explores the intersection of nutritious food, outdoor sports, and the environment.
- A relaunch of the Co-op Journal as “Uncommon Path,” a digital publication for its members that unpacks the ideas, issues, and experiences that shape the relationship between people and life outside.
- New REI Co-op Editors’ Choice Awards, a designation honoring top-performing gear and apparel available at the co-op based on field testing, REI expertise, member and customer feedback, and sustainability attributes.
REI has worked to elevate the voices of those who have historically been underrepresented and under-resourced in legacy definitions of outdoor participation. Since the launch of its Force of Nature initiative in 2017, a comprehensive effort to advance gender equity in the outdoors, REI has focused on breaking through the historical perceptions of what being “outdoorsy” means and who the outdoors is meant for through its storytelling.
Some examples include films “Cycle of Ancestry,” “Pedal Through,” “Venture Out,” “Everything to Lose” by Pattie Gonia, “The Mirnavator,” “Brotherhood of Skiing,” and podcasts “Wild Ideas Worth Living” and “Camp Monsters.” Through its editorial program, the co-op has explored efforts to improve all-abilities access in outdoor spaces, individuals and groups working to make time outside more inclusive, and stories celebrating identity and adventure.
In 2020, Public House Films & TBVE produced, in association with REI Co-op Studios, “The Dark Divide,” a feature film directed by Tom Putnam, starring David Cross, Debra Messing, David Koechner, and featuring music by the Avett Brothers, that explores the healing power of nature. The film was released theatrically in 2020 to critical acclaim and will begin streaming on Vudu, Tubi, and IMDb TV later this month.
REI is a specialty outdoor retailer, headquartered near Seattle. The nation’s largest consumer co-op, REI is a growing community of 21.5 million members who expect and love the best quality gear, inspiring expert classes and trips, and outstanding customer service. REI has 175 locations in 41 states and the District of Columbia. If you can’t visit a store, you can shop at REI.com, REI Outlet or the REI shopping app. REI isn’t just about gear. Adventurers can take the trip of a lifetime with REI’s active adventure travel company that runs more than 100 itineraries across the country. In many communities where REI has a presence, professionally trained instructors share their expertise by hosting beginner-to advanced-level classes and workshops about a wide range of activities. To build on the infrastructure that makes life outside possible, REI invests millions annually in hundreds of local and national nonprofits that create access to—and steward—the outdoor places that inspire us all.