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Recreational Equipment, Inc. (R.E.I.) | Company Profile, Marketing Contacts, Media Spend, Brands

Recreational Equipment, Inc. is an consumers' cooperative that sells outdoor recreation gear and sporting goods. The company distributes products through internet, catalog sales and U.S. based retail stores. Recreational Equipment, Inc. is headquartered in Kent, WA.

Main Telephone (253) 395-3780
Main Fax (253) 395-7759
Primary Address
Post Office Box 1938
Sumner, WA 98390-0800

Recreational Equipment, Inc. (R.E.I.) Contacts

Contacts (5/22)
Name Title State
Jerry S. Chief Executive Officer WA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (253) 395-3780
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 1938
Sumner, WA

Eric A. Executive Vice President & Chief Financial Officer WA
Ben S. Senior Vice President & Chief Creative Officer WA
Susan V. Senior Vice President, Merchandising & Private Brands WA
Craig R. Vice President, Marketing WA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Recreational Equipment, Inc. *******

Agency Relationships

Brand Agency Service From To
************ *********, ***. ***** ******* media planning 2014 present
************ *********, ***. ********, **** & ******** Creative unknown present

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Score 58 – Close Watch: REI promotes VP to oversee marketing, hires digital retail VP

Subject: Print, digital, online, events, sponsorship, experiential, events, outdoor

Company: Winmo profile), outdoor recreation retail co-op with 5.5 million active members and 143 stores in 35 states.

Opportunity: Promoted agency side veteran Craig Rowley to marketing VP and appointed Jed Paulson digital retail VP, as part of continuing efforts to boost omnichannel engagement. According to a statement, Rowley, formerly divisional marketing VP, now oversees REI’s marketing, including advertising, online marketing, digital, content strategy, social media, community engagement local marketing, loyalty and customer insight/analytics. Paulson will lead REI’s digital strategies, encompassing personalization, site marketing and mobile.

Therefore, now’s the time for agencies to approach with strategies that help REI take better advantage of intersecting consumer healthy/active living and outdoor lifestyle trends. An edge should go those with deep consumer direct experience and expertise engaging families and women. 

Sellers – with Q4 almost over, focus your pitch on Q2, historically REI’s second highest media buying period. Endemic publications should still be top-of-mind, but REI should also be receptive to platforms that will allow it to reach the more mainstream consumer segments entering various outdoor and active lifestyle lifestyle segments. Media planning and buying is at Spark, Chicago, part of Publicis's SMG network. 

Additional Insight

Experience: Rowley joined REI in 2013 as director of integrated marketing. Before that, he spent more than 20 years in the agency world, including leadership stints at Saatchi & Saatchi and BPN.It looks like Rowely is the successor to marketing SVP Annie Zipfel, who left earlier this year to become VP of loyalty innovation and personalization at Starbucks. 

Paulson spent the last six years at Urban Outfitters’ Free People brand, lastly as director of e-commerce and marketing. 

Media Spend: REI spent about $13 million on measured media last year, almost $4 million of which went to magazine and newspaper ads. Another $4 million went to display and the remainder largely supported out-of-home (OOH). 

Digital Breakdown: This year, desktop and mobile ads are running primarily on news and health/fitness sites like,,,, and However, video ads are running more on entertainment, business and sports sites. Top video ad destinations include,,, and

Since January, 54% of these ads have been placed site direct versus programmatically, even with last year, according to Moat.

Winmo profile)
6750 South 228th St.
Kent, WA 98032 
(253) 395-3780

Craig Rowley
Vice President, Marketing
(253) 395-3780