THE ASK

Get young Gen Z (ages 13 to 16) offline and outside with the help of REI.

THE PROBLEM

Young Gen Z know screens drain them, but without a push, the outdoors feels distant and outdated. REI risks becoming invisible to a generation that needs the outdoors the most.

THE SOLUTION

Position REI as the brand that turns on-screen daydreams into real adventures. Use pop culture and REI-led experiences to make going outside the antidote to the FOMO of the childhood they see online but never lived.