The Weekly - July 7, 2020 - 16

Resources and Education

Everyone's trying to figure out
the art of the pivot.
Right. I had to take some time to
work through that too. I hired a bike
instructor named Max, and he is
such a gift. He's an elementary physical education teacher. I told him
I wanted to relearn everything-I
didn't even know what to do when
I wanted to make a right turn. I
started riding 6 miles. Now I'm up
to 12. I just signed up for a 60-miler.
I'm learning cycling technique and
how to change my flats-I want to
experience it all. Riding has been a
balm to me, to be able to get outside
and ride these magnificent dirt
roads in Vermont. You're passing all
of these barns and fields. It smells so
good, and the sky is this incredible
blue. Riding has saved me mentally.
Are there any challenges beyond getting back on the bike?
Today, I had a hill technique lesson.
It was unexpected, and Max is
always pushing me, and I'm often
also pushing myself. Sometimes, I
don't even know how far I can go.
I'm learning how to shift gears in
every literal and figurative sense of
that phrase.
Hear Mirna Valerio discuss
her history of breaking barriers and her love of the outdoors
when she joins Latria Graham
on The Weekly Chat on Thursday, July 9, at 4 p.m. Eastern /
1 p.m. Pacific. Register here.

ONE STEP
AT A TIME

Here's how brands
can learn from the
BIPOC community
on social media.
By Kami York-Feirn
I remember the first
time I smelled wildflowers and pine
needles and heard the
sound of tires rolling
over dirt as my family
pulled into our campsite for the week.
Most of my weekends
as a child were spent
at the soccer field or
on a camping adventure. It wasn't until
I graduated college
and went on my first
backpacking trip
that I really started
to notice the lack of
diversity in magazines and on social
media. I would often
wonder, "Why don't I
see women who look
like me exploring the
outdoors?"
Through my career
as a social media
manager, I've watched
channels such as
Facebook, Twitter,
and Instagram evolve
into a space designed
for many voices. Social media is a place
where brands and
individuals alike can
come together to interact. This is increas-

16 THE WEEKLY / OUTDOOR RETAILER SUMMER 2020

ingly important as we
all navigate the historical shift in awareness
of racial injustices happening globally. While
change can be uncomfortable, here are three
ways brands can lean
in, engage, and "do
better" in this space:
1. Listen: There are
many BIPOC voices
speaking up to tell
their stories, some
for the first time. As a
brand, it's important
to read, listen, and
share these stories
with peers. Instead of
weighing in, absorb
these messages and
consider how they
can help your brand
improve its storytelling, photography, and
overall representation, both internally
and externally.
2. Amplify: Create
a resource document
of content creators
with whom you want
to work and immediate action items your
team can take. Use
your platforms to
amplify these stories
and generate awareness around topics
that align with your
company's values,
even if they are subjects you have never
discussed.
3. Make Tangible
Change: Hire a BIPOC

Kami
York-Feirn

photographer for
your next photoshoot
and extend casting
calls beyond your
network. Update the
imagery used on your
website and in emails
to include more
BIPOC. Hire a professional to conduct
internal DEI training.
Expand your partnerships to include
organizations that
encourage BIPOC
youth and adults to
get outdoors. Update
your ambassador and
athlete programs to
be more representative. Invite BIPOC
content creators to
take over your Instagram channel and
give them a platform
to share their stories
and experiences.
As an individual,
hold brands account-

able to do better, but
also recognize change
doesn't happen overnight. Keep encouraging them to do better
and introduce them
to opportunities as
they arise.
Though it feels as
if 2020 keeps throwing challenge after
challenge at us, I am
optimistic. The outdoors are for everyone, but not everyone
feels welcome or sees
themselves in these
wild spaces. As a
brand, it is your job to
welcome all communities into the outdoors.
We are here. Do you
see us? Take the steps
to make us feel seen
and heard.
Kami York-Fein is the
social media manager
for Osprey Packs.

ROB BONDURANT

narios under their belts, and to take
what they learn and watch it evolve.
I've gotten lots of feedback on it,
and I'll continue to offer it as long as
there's interest. It also functions as
another stream of income-during
the pandemic, I've lost numerous
other streams of revenue.
https://www.outdoorretailer.com/events-education/webinars/ https://www.osprey.com/us/en/
The Weekly - July 7, 2020

Table of Contents for the Digital Edition of The Weekly - July 7, 2020
