How Brands Are Finally Addressing the Lack of Inclusion in Outdoor Activities

Grassroots groups are leading the push for representation that moves beyond 'a white man conquering a mountain'

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LONDON—Phil Young, founder of outdoor lifestyle agency Mighty Mighty, has loved spending time outside since the first time he hit the ski slopes as a teenager. After that experience, he became a snowboarder, cyclist, trail runner and skateboarder, and even co-hosted a snowboarding TV show. 

But over time, a realization dawned. “I’ve always been the lone person of color in anything I’ve done,” he said. “I rarely see anyone who looks like me [in the outdoors].”

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This story first appeared in the Nov. 15, 2021, issue of Adweek magazine. Click here to subscribe.