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Mission, Vision & Values


To bring the world outside and build community through outdoor experiences.


To be the world’s most talented and impactful outdoor recreation company by setting the standard and making a positive difference in people’s lives through innovative products, operational excellence and advocacy.


  • Safety: The safety of our employees and our products is our most important value.
  • People: Talented, dedicated and focused employees are the lifeblood of our long-term success.
  • Innovation: Innovative and sought-after products must be weaved into our D.N.A. and drive decision making and action at all levels.
  • Quality: Next to people, quality in our products and performance will have the biggest impact on our future success.
  • Sustainability: Ensuring that our operations and each link of our supply chain is managed in a socially responsible and ethical manner.
  • Outdoor Access: We must lead in managing our business and shaping the future so that outdoor activities are protected and enhanced for the next 100 years and beyond.


three landscapes: grassland; Arches National Park, sunset over water
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