One of the most core outdoor brands in the world, Arc’teryx Equipment announced they are giving $1 million USD in 2021 to a new brand platform they say is designed to “better the human experience by connecting people to the transformative power of nature.”
The Arc’teryx Outer Peace initiative kicked off this week with the brand announcing the $1 million commitment to support removing barriers and protecting nature so that individuals who have traditionally been excluded from access to nature may now have this opportunity.
For those who don’t know, Arc’teryx is an iconic Canadian company based in the Coast Mountains, whose design-first process is connected to the real world and real athletes focused on delivering durable, unrivaled performance, distributed through more than 3,000 retail locations worldwide.
“The challenges of 2020 brought to light the importance of physical and mental wellness, and we were inspired to launch Outer Peace by asking ‘What does the world need, and what can we do to help?’” said George Weetman, Vice President of Brand and Digital Commerce at Arc’teryx. “Nature calms us, connects us, and heals us, and we recognized this has been central to what drives our obsessive spirit of design. Spending time in nature is at the core of who we are, and we are here to inspire others to open their doors and step outside so they can find peace – even in the harshest of weather.”
And while this is something we have always advocated for at Vanish, backed by science and rooted in historic proof-points, having an industry leader like Arc’teryx step forward with real money only validates this cause. In a statement they said Outer Peace is centered around the benefits of nature, and how being immersed in it can have measurable, long-lasting impacts on our mental, emotional, and physical well-being. In case anyone remembers what that feels like.
In collaboration with voices from the scientific, design, and sports communities, over the course of the next five years Arc’teryx will develop initiatives that champion discussion and action for everybody to be able to spend time in nature. As part of the Outer Peace initiative, in 2021 Arc’teryx is pledging $1 million toward outdoor accessibility and nature conservancy. The brand will do this by supporting talented partners around the world who are working to address structural inequalities and barriers to the outdoors.
Over coming months Arc’teryx will feature its Outer Peace partners across brand channels to share knowledge, leverage Arc’teryx ambassadors and athletes to strengthen advocacy, and host activations in retail epicenters with the goal of inspiring, educating, and engaging global communities.
“Research across different fields has explored the positive connections between nature and humans, and the findings are consistent: nature is transformative,” said Weetman. “As a brand our purpose is to connect people with nature and design, and to help them discover that the path to a better world and a better self begins outside. We believe the outdoors is for everyone, and with our Outer Peace program, we will bring forward initiatives that generate awareness and create opportunities for time well spent in nature, wherever it can be found.”
Strategic launch partners include Big City Mountaineers (US); Brown Girl Outdoor World (Canada); Rocky Mountain Adaptive X Bowhead Corp (Canada); and Venture Trust (UK).
