REI announced the launch of Co-op Studios, the retailer’s in-house content arm. Across films, podcasts and editorial programs, the studio develops and produces content that explores the power of time spent outside, while complementing the brand’s broader commitments.
The studio will prioritize underrepresented groups and content that reflects 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 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 the connection to nature through the stories of three Black women. Set in different decades, the narratives depicts their journeys of growth and healing in the outdoors.
More film projects will be announced in the coming months.
Photo courtesy REI Co-op
