US – Outdoor brand The North Face is pledging to diversify access to nature with its Reset Normal initiative.
The initiative features Lena Waithe and Jimmy Chin, two cultural innovators, who will be supporting the brand on a new global programme. Bringing together leading thinkers and non-profit organisations to accelerate equity in the outdoors. As part of the pledge, The North Face will create a group of experts across culture, entertainment, academia and the outdoors to guide the brand in its aims.
It will also create mentorship opportunities for those interested in exploration but have limited resources. Taking action against nature deprivation among communities of colour, the brand is hoping to diversify access and educate people around the importance of time spent outdoors as a basic health need.
With the health and wellness sector traditionally dominated by white-centricity, brands are diversifying their campaigns and services to provide more Inclusive Fitness opportunities.