get outdoor curious.
REI knows that starting a new outdoor activity can be awkward. You don’t know what gear to buy, what questions to ask, or even where to start. So, to support new adventures, REI embraces the awkward, encouraging everyone to get a little more outdoor curious.
Claude AI chatbot
Powered by Claude AI, Roody the Rookie Guide is here for all your weird, wild, and slightly stupid questions.
talk to roody
in-platform instagram quiz
take our quiz
targeted direct mailers
AD: Sadie Peña
CW: Tobi Oyebade
*Both the quiz and Roody would link to the website in a real-life application.