The two are inextricably linked. We felt disappointed with the prevailing adventure narrative; the inherent elitism, privilege, entitlement, injustice and inequality pushed by most brands and platforms and chose to take a different route.
Since 2016, we have worked to chip away at this narrative, to replace it with a fairer, democratic and inclusive outlook that widens access to the outdoors and turns up the volume on the many unheard voices in this sector.
The racial violence and injustice towards George Floyd and many others is an abrupt reminder. We still have so much more to do. We have not done enough. We cannot be complacent. Let’s take bigger steps and let’s take them now.
While it's uncomfortable to express our feelings into a statement, remaining silent and to take no position is not the answer, nor what we stand for. Silence is not an option.
'If you are neutral in situations of injustice, you have chosen the side of the oppressor.'
Today we pledge to do two things.
We promise to do better, to work harder, to build a stronger platform on which to challenge racism and injustice confronting us in the adventure world (and beyond). We also ask you, our community, to do the same.