Outdoor Retailer - Winter 2020 - 28
THE PULSE
CASE STUDY
Representation
vs. Tokenism
The outdoor industry is making a visible effort to bring more
individuals of different backgrounds into the fold. But are
they being invited to become full and active contributors or is
their presence merely a token opportunity for companies and
organizations to check the DEI box on a mission statement?
by James Edward Mills
AS A BLACK WOMAN, BOSTON PUBLIC SCHOOLS TEACHER CHAYA HARRIS NEVER REALLY CONsidered herself "outdoorsy." Even after a lifetime of hiking and camping with her family she believed that there was no place for her in the outdoor community.
"I guess I just bought into the stereotype that you have to be really hard core. That your goal is to
climb Everest or bike down the Continental Divide," she said. "I felt like if you just go hiking once a
month and not put in 20 or 30 miles at a time, you're not a real outdoors person."
After decades of ads and media placements featuring mostly white men loaded down with
expensive gear in exotic locations, the outdoor industry had done little to dissuade Harris of her
28 OUTDOOR RETAILER
/ Winter 2020
impressions. But the cultural landscape has
shifted in recent years with the rise of affinity groups such as Outdoor Afro (OA) and
Latino Outdoors. Now with group outings and
a supportive network of companions, people
of color like Harris are beginning to find their
natural place in the outdoor space.
"I saw black people and I saw nature. I especially liked the part about getting involved in
your community," she said. "Outdoor Afro was
the first place I felt like I really belonged."
Harris became an Outdoor Afro Leader
in 2016. Two years later she joined several of
her OA colleagues to become the first team
of Black American mountaineers to summit
Africa's highest peak, Kilimanjaro. And in
2019 she blended her long career as an educator with her love of the outdoors when she took
a position as the director of instruction and
curriculum at the Thompson Island Outward
Bound Education Center. Though she was on
track to become an elementary school principal, Harris decided to take a $5,000 pay cut for
the chance to teach kids in a natural classroom.
Courtesy Chaya Harris
NEW HEIGHTS
The Outdoor Afro group of
Alora Jones, Chaya Harris,
Leandra Taylor, Rosemary
Saal, and Olatunde Gbolahan
(left to right) became the first
team of Black American
mountaineeers to summit
Kilimanjaro in 2018.
Outdoor Retailer - Winter 2020
Table of Contents for the Digital Edition of Outdoor Retailer - Winter 2020
OUTDOOR RETAILER - WINTER 2020
CONTENTS
THE PULSE
HEADLINES
MERCHANDISING
MARKETING
BIG PICTURE
GLOBAL PERSPECTIVE
CASE STUDY
IDEAS
GENE HAN
EMPLOYEE OF THE MONTH
RESEARCH
THE REAL DEAL
ALL IN THE FAMILY
SUNBELT SKI SHOPS
BREAD+BUTTER
THE STORY OF GEAR
THE POWER OF PLUS
COUNTER CULTURE
#REPLIFE
THE VIEW
HOW I GOT HERE
BACKSTORY
Outdoor Retailer - Winter 2020 - OUTDOOR RETAILER - WINTER 2020
Outdoor Retailer - Winter 2020 - Cover2
Outdoor Retailer - Winter 2020 - 1
Outdoor Retailer - Winter 2020 - 2
Outdoor Retailer - Winter 2020 - 3
Outdoor Retailer - Winter 2020 - 4
Outdoor Retailer - Winter 2020 - 5
Outdoor Retailer - Winter 2020 - CONTENTS
Outdoor Retailer - Winter 2020 - 7
Outdoor Retailer - Winter 2020 - 8
Outdoor Retailer - Winter 2020 - 9
Outdoor Retailer - Winter 2020 - 10
Outdoor Retailer - Winter 2020 - 11
Outdoor Retailer - Winter 2020 - 12
Outdoor Retailer - Winter 2020 - 13
Outdoor Retailer - Winter 2020 - 14
Outdoor Retailer - Winter 2020 - THE PULSE
Outdoor Retailer - Winter 2020 - HEADLINES
Outdoor Retailer - Winter 2020 - 17
Outdoor Retailer - Winter 2020 - 18
Outdoor Retailer - Winter 2020 - 19
Outdoor Retailer - Winter 2020 - MERCHANDISING
Outdoor Retailer - Winter 2020 - 21
Outdoor Retailer - Winter 2020 - MARKETING
Outdoor Retailer - Winter 2020 - 23
Outdoor Retailer - Winter 2020 - BIG PICTURE
Outdoor Retailer - Winter 2020 - 25
Outdoor Retailer - Winter 2020 - GLOBAL PERSPECTIVE
Outdoor Retailer - Winter 2020 - 27
Outdoor Retailer - Winter 2020 - CASE STUDY
Outdoor Retailer - Winter 2020 - 29
Outdoor Retailer - Winter 2020 - 30
Outdoor Retailer - Winter 2020 - IDEAS
Outdoor Retailer - Winter 2020 - GENE HAN
Outdoor Retailer - Winter 2020 - 33
Outdoor Retailer - Winter 2020 - EMPLOYEE OF THE MONTH
Outdoor Retailer - Winter 2020 - 35
Outdoor Retailer - Winter 2020 - RESEARCH
Outdoor Retailer - Winter 2020 - 37
Outdoor Retailer - Winter 2020 - THE REAL DEAL
Outdoor Retailer - Winter 2020 - 39
Outdoor Retailer - Winter 2020 - 40
Outdoor Retailer - Winter 2020 - 41
Outdoor Retailer - Winter 2020 - 42
Outdoor Retailer - Winter 2020 - 43
Outdoor Retailer - Winter 2020 - ALL IN THE FAMILY
Outdoor Retailer - Winter 2020 - 45
Outdoor Retailer - Winter 2020 - 46
Outdoor Retailer - Winter 2020 - 47
Outdoor Retailer - Winter 2020 - 48
Outdoor Retailer - Winter 2020 - 49
Outdoor Retailer - Winter 2020 - SUNBELT SKI SHOPS
Outdoor Retailer - Winter 2020 - 51
Outdoor Retailer - Winter 2020 - 52
Outdoor Retailer - Winter 2020 - BREAD+BUTTER
Outdoor Retailer - Winter 2020 - THE STORY OF GEAR
Outdoor Retailer - Winter 2020 - 55
Outdoor Retailer - Winter 2020 - THE POWER OF PLUS
Outdoor Retailer - Winter 2020 - 57
Outdoor Retailer - Winter 2020 - 58
Outdoor Retailer - Winter 2020 - 59
Outdoor Retailer - Winter 2020 - COUNTER CULTURE
Outdoor Retailer - Winter 2020 - #REPLIFE
Outdoor Retailer - Winter 2020 - THE VIEW
Outdoor Retailer - Winter 2020 - 63
Outdoor Retailer - Winter 2020 - 64
Outdoor Retailer - Winter 2020 - 65
Outdoor Retailer - Winter 2020 - 66
Outdoor Retailer - Winter 2020 - 67
Outdoor Retailer - Winter 2020 - HOW I GOT HERE
Outdoor Retailer - Winter 2020 - 69
Outdoor Retailer - Winter 2020 - 70
Outdoor Retailer - Winter 2020 - 71
Outdoor Retailer - Winter 2020 - BACKSTORY
Outdoor Retailer - Winter 2020 - Cover3
Outdoor Retailer - Winter 2020 - Cover4
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