REI

The coveted outdoor brand asked themselves a frank question: How are we making it easier for Black and Brown folx to enjoy the outdoors? That’s when I got the call to help craft names and language for product pages—from jackets to tents, to weigh in on cultural equity as it translates to product, and lead copy for the co-op and their hike collaboration with Outdoor Afro. In 2022, the year the collection launched, REI achieved record sales of $3.85 billion and added 1.3 million new members. Outdoor Afro also experienced a 350% increase in revenue in that time.

Display of outdoor apparel and accessories at a retail store with a vintage yellow car and a large poster featuring two people in outdoor clothing.
Group of people outdoors in a forest, some holding cameras and equipment, others enjoying nature, with a mix of serious and joyful expressions, and a separate close-up of people smiling from below.
Mint green outdoor parachute-style pants with yellow and navy zippers, black drawstring, and patch, featuring annotations highlighting the elastic waistband, zippered pockets, stretch fabric, and broad fit for various body types.
Product description of women's outdoor Afro + REI Co-op Trail pants, highlighting features, technical specs, and usage for hiking and rock climbing.
A clothing tag hanging from a white rain jacket, with a black jacket partially visible on the left. The tag reads, "Be a walking umbrella," and mentions the jacket as a women's rainier rain jacket. The logo at the bottom features mountains and the te
Package label for Swiftland 9-inch men's running short tights with the phrase 'Run like you mean it' and the REI Co-op logo at the bottom right.
A gray information card for a backpacking tent named Flash 3 by REI Co-op, emphasizing low weight and high comfort.
Black carrying bag with white printed label reading "Campwell Foot Pump Faucet" and a simple line drawing of a foot pump faucet, with a small logo of a mountain and trees.
Black fabric bag with instructions printed on the flap for using a Campbell Foot Pump Faucet, featuring six diagrams showing steps for connecting and using the pump to drain components and dry for long-term storage.
Diagram of a lightweight tent with annotations indicating features such as 360-degree ventilation, short poles at each end for head and foot room, and instructions to swap main poles with Trekking poles.