Outdoor Retailer - January 2021 - 39

Feature .01
talist.com, @intersectionalenvironmentalist
RELEVANT ISSUES: Educating about how injustices to marginalized communities and the earth
are interconnected
NEEDS: Partners for media production, storytelling, and campaigns; grant applicants; and
sponsors for the next cohort of paid interns
" Environmentalists for Black Lives Matter. "
That was the message repeated 16 times in
a square-shaped post that Leah Thomas
shared on her social media platforms in May
following the murder of George Floyd. She
called on the environmental community to
protect Black lives, amplify silenced voices, and dismantle systems of oppression as
part of their advocacy for the planet. From
there, Thomas and three others-Diandra
Marizet, Sabs Katz, and Phil Aiken-founded
Intersectional Environmentalist to educate
the world about the inclusive form of environmentalism. " Historically, conversations
around environmentalism have been very
focused on conservation and the outdoors, all
of which is incredibly important, " says Katz.
" But it's also very important to recognize that
environmental-justice organizations and
conversations very easily get quashed because
people deem them too political. "
Intersectional Environmentalist's ultimate
mission is to shift the whitewashed narrative of
environmentalism. The group is on the cusp of
establishing a nonprofit branch, building a media house and education center, holding companies accountable, onboarding paid interns,
mentoring leaders, and growing its reach.
PEOPLE

ALEX SHOWERMAN

WHERE TO FIND HER: alexshowerman.com,

Courtesy of Alex Showerman

@alexshowerman
RELEVANT ISSUES: Breaking down barriers for traditionally underrepresented mountain bikers,
snowboarders, and outdoor professionals
NEEDS: Partner brands and funding for
storytelling
If you're looking for Alex Showerman at the
next trade show or on the skin track, she'll
probably be rocking her new signature color:
dusty pink. Since coming out as a trans woman last year, Showerman is representing the
underrepresented in mountain biking, snowboarding, and the greater outdoor industry.

Alex
Showerman

Both 2019 and 2020 were transformative
years for the public relations and marketing
pro. She broke her neck in July 2019. She lost
her job at a boutique PR firm at the start of
the pandemic. She founded her own business
called Hidden Frontier Collective, which does
brand strategy, storytelling, and communications for values-driven brands. And she began
finally living her truth as a woman.
" Something I didn't realize until recently:
I hated smiling before coming out, " she wrote
on Instagram in December. " It always felt so
forced, awkward, and uncomfortable. Now,
I've noticed every photo snapped of me is a big
smile filled with authentic joy, even when I'm
not trying. "
Showerman is one of very few out trans women in her sports of mountain biking and snowboarding. She recently became an athlete for
numerous brands, including Picture Organic
and Wild Rye. Through her business, she also
represents Weston, which makes skis, snowboards, and splitboards; and Athletic Brewing,
which brews non-alcoholic craft beers.
Don't miss her radiant smile-and skills on
powder and single track-in two forthcoming
films this year. We Are Snowboarding is about
women from different walks of life finding
shared humanity in the mountains and taking up space in the male-dominated commu-

nity. And Coming Home is about Showerman
finding belonging in the women's mountain
biking community.

JEFF JENKINS

WHERE TO FIND HIM: chubbydiaries.com,

@chubbydiaries_
RELEVANT ISSUES: Representing plus-size and
Black travelers
NEEDS: Looking to connect with a zipline-maker and a parachute-maker
Jeff Jenkins has dived with great white
sharks in South Africa, climbed mountains
in Guatemala, and visited the Great Wall of
China. Destinations still on his wish list include
Bora Bora, Antarctica, and more countries in
Africa. As soon as more people are vaccinated,
Jenkins says he'll be signing up for more daring
and far-fetched experiences. Jenkins started
Chubby Diaries in 2018 after he quit his job as
a school teacher and visited Rwanda to build
water wells on a mission trip with friends. " I remember thinking, I want to be able to travel the
world and help people, " he says.
As a plus-size man, he wanted to share his
personal stories about the unique challenges
he faces while traveling and recreating outdoors on his blog and Instagram. But he also
wanted to embolden other plus-size people to

January 2021 / OUTDOOR RETAILER 39


http://intersectionalenvironmentalist.com http://www.chubbydiaries.com http://www.alexshowerman.com

Outdoor Retailer - January 2021

Table of Contents for the Digital Edition of Outdoor Retailer - January 2021

Outdoor Retailer - January 2021
CONTENTS
THE PULSE
HEADLINES
MARKETING
BIG PICTURE
RETAIL 101
CASE STUDY
IDEAS
THOUGHT LEADER
INSIGHT
PERSPECTIVE
RESEARCH AND RESOURCES
FOLLOW THESE ACTIVISTS
UNDER PRESSURE
THE WINTER SHOW GUIDE
BREAD + BUTTER
GEAR GALLERY
HOT PICKS
THE VIEW
FIELD NOTES
#SHOPLIFE
#REPLIFE
BACKSTORY
Outdoor Retailer - January 2021 - Outdoor Retailer - January 2021
Outdoor Retailer - January 2021 - Cover2
Outdoor Retailer - January 2021 - 3
Outdoor Retailer - January 2021 - CONTENTS
Outdoor Retailer - January 2021 - 5
Outdoor Retailer - January 2021 - 6
Outdoor Retailer - January 2021 - 7
Outdoor Retailer - January 2021 - 8
Outdoor Retailer - January 2021 - 9
Outdoor Retailer - January 2021 - 10
Outdoor Retailer - January 2021 - THE PULSE
Outdoor Retailer - January 2021 - HEADLINES
Outdoor Retailer - January 2021 - 13
Outdoor Retailer - January 2021 - 14
Outdoor Retailer - January 2021 - 15
Outdoor Retailer - January 2021 - 16
Outdoor Retailer - January 2021 - 17
Outdoor Retailer - January 2021 - MARKETING
Outdoor Retailer - January 2021 - BIG PICTURE
Outdoor Retailer - January 2021 - RETAIL 101
Outdoor Retailer - January 2021 - 21
Outdoor Retailer - January 2021 - CASE STUDY
Outdoor Retailer - January 2021 - 23
Outdoor Retailer - January 2021 - 24
Outdoor Retailer - January 2021 - 25
Outdoor Retailer - January 2021 - IDEAS
Outdoor Retailer - January 2021 - THOUGHT LEADER
Outdoor Retailer - January 2021 - INSIGHT
Outdoor Retailer - January 2021 - 29
Outdoor Retailer - January 2021 - PERSPECTIVE
Outdoor Retailer - January 2021 - 31
Outdoor Retailer - January 2021 - RESEARCH AND RESOURCES
Outdoor Retailer - January 2021 - 33
Outdoor Retailer - January 2021 - FOLLOW THESE ACTIVISTS
Outdoor Retailer - January 2021 - 35
Outdoor Retailer - January 2021 - 36
Outdoor Retailer - January 2021 - 37
Outdoor Retailer - January 2021 - 38
Outdoor Retailer - January 2021 - 39
Outdoor Retailer - January 2021 - 40
Outdoor Retailer - January 2021 - 41
Outdoor Retailer - January 2021 - UNDER PRESSURE
Outdoor Retailer - January 2021 - 43
Outdoor Retailer - January 2021 - THE WINTER SHOW GUIDE
Outdoor Retailer - January 2021 - 45
Outdoor Retailer - January 2021 - 46
Outdoor Retailer - January 2021 - 47
Outdoor Retailer - January 2021 - 48
Outdoor Retailer - January 2021 - 49
Outdoor Retailer - January 2021 - 50
Outdoor Retailer - January 2021 - 51
Outdoor Retailer - January 2021 - 52
Outdoor Retailer - January 2021 - 53
Outdoor Retailer - January 2021 - 54
Outdoor Retailer - January 2021 - 55
Outdoor Retailer - January 2021 - BREAD + BUTTER
Outdoor Retailer - January 2021 - GEAR GALLERY
Outdoor Retailer - January 2021 - 58
Outdoor Retailer - January 2021 - 59
Outdoor Retailer - January 2021 - 60
Outdoor Retailer - January 2021 - 61
Outdoor Retailer - January 2021 - 62
Outdoor Retailer - January 2021 - 63
Outdoor Retailer - January 2021 - HOT PICKS
Outdoor Retailer - January 2021 - 65
Outdoor Retailer - January 2021 - 66
Outdoor Retailer - January 2021 - 67
Outdoor Retailer - January 2021 - THE VIEW
Outdoor Retailer - January 2021 - 69
Outdoor Retailer - January 2021 - 70
Outdoor Retailer - January 2021 - 71
Outdoor Retailer - January 2021 - 72
Outdoor Retailer - January 2021 - 73
Outdoor Retailer - January 2021 - FIELD NOTES
Outdoor Retailer - January 2021 - #SHOPLIFE
Outdoor Retailer - January 2021 - #REPLIFE
Outdoor Retailer - January 2021 - 77
Outdoor Retailer - January 2021 - BACKSTORY
Outdoor Retailer - January 2021 - Cover3
Outdoor Retailer - January 2021 - Cover4
https://www.nxtbook.com/emerald/outdoorretailer/2023Winter
https://www.nxtbook.com/emerald/outdoorretailer/2023summer
https://www.nxtbook.com/emerald/outdoorretailer/thedailyguidess23
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https://www.nxtbook.com/emerald/outdoorretailer/dailysm2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day3
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https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day2
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https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day3_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day2_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day1_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019summer
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https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2019
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https://www.nxtbook.com/nxtbooks/outdoorretailer/2017summer
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https://www.nxtbookmedia.com