Mountain Equipment Co-op wants to create a national movement that inspires young adults to get outside.
The Vancouver-based retailer has partnered with U.S.-based Outdoor Nation to launch MEC Outdoor Nation. The three-city event will see 450 delegates ages 18-27, create programs that will help young Canadians lead active outdoor lives.
MEC notes that as people leave high school, their activity levels decline.“There are very few initiatives in Canada that provide the structure, mentorship and support to young adults to inspire them and enable them to be active in the outdoors,” said Anne Donohoe, chief marketing officer of MEC.
“MEC Outdoor Nation is designed to address that gap. The program is for young Canadians, but it’s also run by young Canadians, empowering them to come up with innovative solutions and take that back to their own communities,” said Donohoe.
MEC Outdoor Nation will launch with three inaugural weekend summits in Vancouver (September 2014), Toronto (June 2015) and Montreal (summer 2015). The events will be facilitated in part by the MEC Outdoor Nation’s Leadership council.
The top three projects at each summit (as voted on by delegates) will receive funding from MEC, with $30,000 in total project grants being given. The events are free to attend and those who wish to attend can sign up online. The weekends will include live music, guest speakers and overnight camping.
MEC Outdoor Nation builds on the retailer’s rebrand, which launched last year. The company has been trying to shake off its reputation as a purveyor of backcountry supplies and attract customers who are interested in activities such as running and cycling.
“We think [MEC Outdoor Nation] really aligns well with our brand of inspiring Canadians to get outside and be active, whether it’s in the back country or in their backyard,” said Donohoe. “We’re making sure that being active outdoors is very accessible and fun.”
Outdoor Nation was founded in the U.S. by the Outdoor Foundation. Since 2010, the program has connected 25,000 youth with 250 projects. Its inaugural summit took place at New York’s Central Park, attracting 500 youth leaders from across the country.
