Last month I had the privilege of speaking at the Outdoor Industry Association (OIA) Outdoor Retailer show in Salt Lake City, Utah. My topic was cause branding. It was a real thrill for me because 1) I'm passionate about the topic, and 2) I love the outdoor category.
I met the people behind many of my favorite brands: Keen, Goretex, REI, The North Face, Mountain Hardware...I was a kid in a candy store. I also had the pleasure of meeting Skip Yowell, co-founder of Jansport (now owned by VF Corp, who owns two of our client-brands: Lee and Wrangler). Skip is not only an ambassador for his brand, he's an ambassador for the whole industry. Like everyone else I met, he was genuine, kind and had a true passion for the outdoors.
Skip sent me his book, and I just finished reading it. It was outstanding. Talk about a fun read. This guy has had so many amazing adventures...I was envious reading it. I also discovered that Skip and I grew up in the same part of the world: Western Kansas. In fact, he was born a short 20-30 miles from me -- albeit a few years earlier ;-)
Although I grew up in the outdoors -- hunting, skiing, camping -- I've gotten away from it in my adult life. No excuse, really. But now that we have Joe, I'm completely motivated to get back outside -- to expose him to life away from a "screen." Nature can teach us so much, as long as we're willing to slow down and listen. But you have to get outside first.
That's why I was so excited to learn about the OIA Foundation's new cause initiative to "get kids outdoors." They launched it at the show, and are ultimately looking to raise millions of dollars over the next 10 years to provide grants to existing programs that support their mission of getting kids outdoors. This isn't just a business-building effort -- it's a public health initiative. I would say it's as important has the work done by the American Legacy Foundation to stop teens from smoking. Obesity, diabetes and other sedentary issues can all be helped by being active. Add the life-skills, leadership opportunities and good-ol-fun of the outdoors, and you've got a natural high.
The OIA has invited me back to speak at their Fall Rendezvous in Boston. My subject will be social media. I can't wait.