Global – The outdoor apparel company has launched a new global initiative, Moves Mountains, designed to help promote the next generation of women explorers. The scheme comprises a multiyear collaboration with Girl Scouts of the USA (GSUSA) as well as a series of short films profiling women who are pushing the boundaries in outdoor sport.
The films and print campaign include some of the brand’s female athletes, such as Ashima Shiraishi and Margo Hayes, who are both professional rock climbers. It also features women who exemplify the idea of discovery and exploring, such as NASA scientist Tiera Guinn Fletcher.
The GSUSA partnership aims to give young girls new role models. Part of the partnership is the launch of a new range of adventure badges to empower the next generation to become involved in outdoor activities.
The campaign is a long-standing commitment to showing more diversity in an area that rarely represents women.