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Running is one of the most popular outdoor activities, yet more than 96 percent of businesses targeting this sport are owned by white people.
REI is doing its part to change that.
The company is investing in Renegade Running, an Oakland, Calif.-based running retailer led by Color’s founder, through REI Path Ahead Ventures, an accelerator program and investment fund created by the outdoor retailer. The mission of REI’s $30 million Path Ahead program is to support Black, Indigenous, Latinx, Asian American, and Pacific Islander-owned businesses.
The amount invested in Renegade Running was not disclosed, but the company said it would use the funds to “communicate its mission to additional communities,” starting with a pop-up at the Los Angeles Marathon this spring.
Renegade Running was founded in 2020 by Victor Diaz with the purpose of helping community members connect with the joy and benefits of running. Running has helped Diaz manage her stressful job as a public school educator in an underserved community. He noticed a lack of diversity at many of Oakland’s running events, clubs, and stores, so he switched gears and opened his Renegade Running in the spring of 2020.
“Running is a sport built around community, and it’s especially beneficial for people living in underserved areas,” Diaz said. “Local running shops often serve as a gathering place for that connection, but for people who don’t feel like they’re represented within running culture, especially in a place as diverse as Oakland, In the community, they can be intimidating.”
Renegade Running is designed to serve both elite and recreational runners, and that’s evident in the store layout and selection. We offer well-established brands such as Nike, Hoka, Asics and On, as well as lesser-known brands such as Nnormal, Norda, Speedland and 4t2. We also create events and experiences for our customers and, through our sponsorship with Nike, offer Camp Renegade, a summer running camp for high school students.
“When you join Renegade, you will see faces and experiences that are rarely depicted in traditional running media,” Diaz said. “You’ll find unique brands that are almost impossible to find in other specialty stores around the country. Many of the people who attend our workshops and clinics don’t consider themselves to be ‘runners.’ ”
Diaz plans to use the REI funding to expand beyond Oakland and into other communities.
“Premium run retailers like Renegade bring the best brands and products to market, provide top-notch service, and shape the culture of running within their immediate communities and as a running resource. We believe it will play an important role in the future of running and inspiring runners across the country,” said Fan Zhou, general manager of running and footwear at REI. “Running is a way for people to connect with the outdoors, so we hope Renegade and stores like it continue to inspire consumers to run.”
Payam Daniel Abbassian, investment director at REI Path Ahead Ventures, added, “Running is a great way to connect with nature.” “We are deeply inspired by the work Renegade has done in Oakland and are proud to partner with Renegade as they advance their mission to make running more inclusive and accessible to more people. .”
REI’s Pass Ahead Fund provides capital in exchange for shares, but does not acquire control of any business. The fund has also invested in Alder, a size-inclusive and sustainable outdoor brand for women. Wheel the World, a travel marketplace focused on people with disabilities. Natural lip balm brand Kobee’s, technical running apparel brand Pynrs, and more.
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