Starting a new outdoor activity can be awkward. As you adjust to the new environment you question everything: “Do I need hiking boots or can I wear Air Force 1's?” “Is my goggles tan permanent?” “Wait, you have to bring your own toilet paper?”
You feel like an imposter, but that’s just because you are only getting started and you don’t need to get it right the first time. This campaign positions REI as your outdoor guide as you begin venturing outside.