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