Outdoor retail outfitter REI was expert at engaging traditional, serious outdoor enthusiasts. A younger demographic was showing that they, too, wanted to get outside—but had a set of values and engagement needs all their own.
Ziba sent a team to Seattle, to work collaboratively with REI’s team in their own headquarters. Together, we discovered that this new generation was characterized by a more social, casual approach to the outdoors—something we called The Great Outside. Ziba created evrgrn™, a “gear for good times” brand, with gear designed to facilitate memorable moments wherever friends gather outside: picnics, concerts, backyard camping, or weekend journeys.
The evrgrn™ line launched with a playful range of products that went far beyond typical camping gear: think rocking chairs, soft-sided cooler, and wearable sleeping bags. They were a huge hit, especially among 20-35 year-olds, with some items selling out online before ever appearing in stores. Many of the designs have gone on to influence REI’s current mainstream product line.
Because most of them already sold out online.
“I’m a guy who fights to keep work in-house, because I feel the people who know the brand best are the people who work there. But the additional horsepower Ziba brought was extremely helpful. I feel like we’ve made years worth of progress on this work in just a few months. I love people running around furiously, getting fired up about the brand being brought to life.”