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New research from Utah State University s Institute of Outdoor Recreation and Tourism examines what the changing climate will mean for the future of outdoor recreation in the West.
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Outdoor retailer REI calls climate change “the largest existential threat facing our members’ enjoyment of life outdoors and the survival of REI Co-op.” The company has pledged to cut its planet-warming emissions in half over the next decade, roughly in line with the commitment made by President Biden at an Earth Day summit Thursday.
But that isn’t stopping REI from using its eco-friendly image to help Ford promote gas-guzzling SUVs.
In a series of ads and videos sponsored by the carmaker, the latest of which was released this week, REI chronicles the journey of four cyclists traversing a 220-mile route through Arizona known as the Sky Islands Odyssey. The videos feature plenty of glamour shots and praise of Ford’s Bronco Sport as it accompanies the bikers through off-road desert terrain, loaded with gear.