The Rural is Rad (RiR) movement has officially launched. This campaign is designed to support rural brands and founders in the outdoor industry by helping consumers and specialty, independent retailers discover new brands. The mission is to empower consumers to shop locally while fostering brand awareness for the products, jobs and communities that are being developed in more remote places.
While RiR is based in Colorado, the movement has a vision for the community to become a formula that rural brands, nationwide, can replicate for years.
Rural is Rad was dreamed up by the founders of Town Hall Outdoor (Robin Hall), Buttnski (Kelly Mazanti) and Stray Wild (TJ Smith), formed through a shared objective to build awareness for rural brands and founders who experience shared challenges working in remote places with limited resources.
“Rural is Rad aims to bring awareness and connection to rural businesses and founders in the outdoor recreation industry,” said Hall. “Our goal is to build a comprehensive directory, marketplace and community of outdoor-oriented brands for people to discover, shop and support year-round, while providing a resource for rural founders to collaborate and, potentially, build something bigger. This movement will start right here in Colorado and expand nationwide in future years, with the help of key partners.”
Rural is Rad hosts micro-gatherings and promotions throughout the year, with one main event happening during Small Business Saturday. “Rural is Rad Week” will kick off on Small Business Saturday, November 30, and last for the week. Last year was the inaugural year for Rural is Rad Week. With holiday shopping and Black Friday deals available, RiR aims to provide consumers with an alternative to shopping big business, through the purchasing power of shopping rural and connecting with local communities. The goal is to showcase purposeful purchasing opportunities, encourage collaboration and diversify economic growth.
Throughout this week, RiR businesses will offer discounts, deals or special connection points through online and in-store sales. In turn, customers will get a unique product. The goal is to drive revenue for rural businesses, provide an alternative to shopping “big” and build a year-round community between businesses, customers and one another.
Rural is Rad showcases the grit and determination of rural outdoor brands and founders in the outdoor industry, helping them get discovered because in rural communities it is harder to gain awareness. Ultimately, the movement hopes to draw in the consumer who is mindful about what they are purchasing and seeks to connect with brands that are centered around purpose and values—those who are likely to care for the outdoors and treat the outdoors with respect.
“We believe that rural communities are not only the heart of the outdoor experience, but also the engine driving connections and sustainability in our industry,” said Mazanti. “Through our movement, we aim to shine a bright light on hard-working and passionate rural businesses, create deep bonds between brands and build a loyal following with consumers.”
“As founders in rural communities in Colorado, we know how important it is to collaborate and support each other due to working with more constraints and limited resources that are available in urban environments,” said Smith. “We are excited to help retailers and consumers find and fall in love with passionate, hard-working companies that provide great gear and services.”
As part of its commitment to fostering inclusivity and collaboration, Rural is Rad will host a series of events, workshops and networking opportunities that are designed to empower rural entrepreneurs, connect industry leaders, and inspire the next generation of outdoor enthusiasts. Additionally, the movement has launched an online platform, serving as a hub for rural-based brands to showcase their products, share stories and connect with a global audience. For a calendar of events, visit the RiR website.
All rural outdoor brands are encouraged, at no cost, to join the Rural is Rad movement and become a part of a transformative journey towards a more inclusive, sustainable and vibrant outdoor industry. For more information and to get involved, join the directory at https://www.ruralisrad.org/join.
