Arc’teryx has launched the Outer Peace Initiative, a platform to better connect people with the “transformative power of nature.”
“The challenges of 2020 brought to light the importance of physical and mental wellness, and we were inspired to launch Arc’teryx Outer Peace by asking ‘What does the world need, and what can we do to help?’” says George Weetman, VP of brand and digital commerce.
According to the brand, Outer Peace is all about the scientifically and historically proven benefits of nature, “and how being immersed in it can have measurable, long-lasting impacts on our mental, emotional, and physical well-being.” Over the course of the next five years, Arc’teryx will develop initiatives that champion discussions and actions to help everyone spend time in nature. In the coming months, the brand plans to introduce its Outer Peace partners across all brand channels to share knowledge, leverage Arc’teryx ambassadors and athletes to strengthen advocacy, and host activations in retail epicenters with the goal of inspiring, educating and engaging global communities.
“We believe nature is for everyone,” Weetman says. “And with our Outer Peace program, we will bring forward initiatives that generate awareness and create opportunities for time well spent in nature, wherever it can be found.” For 2021, that means the Canadian brand will commit $1 million in 2021 to support partners working to protect the outdoors and break down barriers so people traditionally excluded from access to nature can share in the experience.
Photo: © James Wheeler on Unsplash
