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When major brands appear in Hollywood films, you tend to assume some money changed hands in a product placement deal. Not so with REI and the movie Wild.
The film is based on the memoir by Cheryl Strayed, who has a long-lasting, meaningful relationship with REI. The outdoor gear company earned a special place in her heart during her 1,100-mile hike of the Pacific Crest Trail. She lost her boots midway through the hike, but was able to phone the company—and they shipped her a new pair, no questions asked.
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