REI’s Rewilding Project Helps Improve The Wilderness Areas Of Five Cities
In partnership with local nonprofit organizations, the retailer is developing trails, increasing accessibility and encouraging more sustainable park management, measures that increase its brand value to customers while also serving environmental causes
Outdoor gear retailer REI is investing $603,000 to enhance parks and other outdoor areas around five U.S. cities. In partnership with nonprofits in each region, the brand plans to continue its Rewilding Project in Chicago, Los Angeles, San Francisco, Seattle and Washington, D.C.
The initiative, which started in 2015, has seen more than $1.6 million go toward improvements in these urban areas. The developments center on trail-building, boosting sustainable management practices and increasing accessibility to the public. For example, in San Francisco, the Bay Ridge Area Trail will be expanded from 365 to 550 miles, Seattle’s Middle Fork Snoqualmie River wilderness area will see a new model for collaborative land management and Washington D.C. will welcome a new trail network that spans more than 500 miles and includes additional transportation options for surrounding neighborhoods.
The program not only reflects REI’s adventurous brand mission, but also connects directly with the consumers of its products. Extending its brand function by helping to improve urban areas and their surrounding habitats raises awareness about REI as well as increases its value to its customers by showing its dedication to a good cause, highlighting that it is more than just a retailer but also a community member who cares.