Outdoor Retailer - December 2020 - 24

IDEAS

THOUGHT LEADER

Clear Vision

The founder of Nocs Provisions seeks to see the
world on a deeper level. by Bevin Wallace
Name: Chris McKleroy
Company: Nocs Provisions
Founded: 2020
Title: CEO and Founder
Location: Olympic Valley, California
Downlow: A thought leader for the next generation, Chris McKleroy grew

will reveal how white the industry is. It's a privilege to be resourced
and safe enough to pursue outdoor sports. White folks have been outdoors sending it, nearly killing themselves of boredom, while Black, indigenous, and people of color have been marginalized in our society.
As brands, we need to be leaders and signal to Black, indigenous,
and people of color that they are welcome in the outdoors. It's up to
us to show that the outdoors is not a white ecosystem.
I believe the world will be a better place with more people, from all
walks of life, spending time in the outdoors.

I've learned that building a personable brand is key for delivering
long-lasting value.

Absolutely margins and metrics matter if you don't want your business owned by someone else.

These are my people. My first internship at Poor Boyz Productions was
for no pay, but I could feel the fire inside, and ever since then, I couldn't
stay away.

And margaritas-they absolutely matter. The spicier the better.

Robert Diggs (aka The RZA) came to us at Boombotix and said:
" Yo, you gotta put the music in the speaker. " Next thing you know, I'm
deep in interior China with an unreleased Wu Tang album on my laptop
working with factory engineers on how to embed it into our speaker. He
taught me to just dissolve the box and think.
A quick stroll through the booths at Ooutdoor Retailer and ISPO

24 OUTDOOR RETAILER

/ December 2020

Nocs' Zen Den Design Lab is steps away from the base of Alpine
Meadows here in Tahoe. We just got our first few feet, so I'm looking
forward to some midweek missions.
I'm a huge fan of Proof Lab Station in Mill Valley. Grab a Hook Fish
Co. burrito while you're there.
With malls and movie theaters closed, the transition into nature
has begun. And this includes everyone. O.R.

Courtesy Nocs Provisions

up working in bike shops. He co-founded Boombotix, a brand of wearable Bluetooth speakers used by bike couriers and enduro bike racers
that helped pioneer the streetwear-influenced speaker trend in 2010,
" when the market was a bunch of black brick speakers and capsules, " he
says. The idea for Nocs grew from a desire to disconnect from technology and see the world on a deeper level-and check out swells from the
porch of a house in San Francisco's Outer Sunset a few blocks from the
beach. Little did he know how timely his idea would be, and the company's lightweight, compact, waterproof binoculars have been selling out
since they launched this spring. McKleroy says the company hopes to
foster understanding and compassion for the planet by making the discovery and study of our surroundings simple. Nocs feature Swiss optics
and a unique shock-absorbing, textured design inspired by BMX bike
grips and ocean waves. Nocs has been a member of 1% for the Planet
since its inception, and the product's packaging is plastic-free and requires no glue or boxes for shipping.

https://www.nocsprovisions.com/

Outdoor Retailer - December 2020

Table of Contents for the Digital Edition of Outdoor Retailer - December 2020