Recreational Equipment Inc. (REI) is a retail corporation selling outdoor recreation gear, sporting goods, and clothing. REI has over 125 retail stores in over 30 states and sales exceeding $1.5 billion a year. 


"In communications, familiarity breeds apathy"

- Bill Bernbach

REI wanted to distinguish its advertising from competing outdoor brands. It was becoming clear that the old approach (mountain + hiker = ad) was beginning to homogenize the industry's creative.


Art Director: Patrick Alfred