REI, the nation’s largest outdoor retail cooperative was co-founded by a woman - Mary Anderson. In a traditionally male-dominated industry, today, 45 percent of all REI employees and nearly half of corporate officers are women. This unique legacy led REI to launch #ForceofNature in April 2017, a long-term commitment to reset gender perceptions and ensure that women and girls are just as inspired and equipped as men to embrace a life outside. The initiative included investments to create more opportunities for women and girls, a comprehensive integrated brand and marketing effort, custom gear and apparel, events/classes designed for women and continued efforts to create a gender-balanced workforce. Leveraging research from a national survey that unearthed the relationship women have with the outdoors, the team ignited a call to action - rallying communities, raising awareness about the work REI is doing and pushing the outdoor industry to create long-term cultural change.