You may have recently noticed a few film projects coming from Patagonia in which there is a focus to protect local areas. This driving force to acknowledge, support and give back to our own backyards is the momentum behind our campaign, The New Localism.
Our latest film, Defined by the Line, encourages our customers to help protect a place where climbers have long come for dirty, rowdy adventures – the Bears Ears region in Southeastern Utah.
In developing the new campaign framework, Patagonia has drawn on two main sources of inspiration: the sports we love, which allow us to spend time in nature, and the grassroots activists working in their own communities to protect their piece of the planet, which Patagonia has supported for years through the grants program.
“The New Localism recognizes we can no longer pass through remote, wild places and trust they will remain that way,” said Hans Cole, Patagonia Environmental Advocacy and Campaigns Manager. “Patagonia is bringing our resources to bear on threats to our planet, far and wide, by telling stories of athletes and activists who remind us we’re all locals living in a global world and we all have a chance to make a difference.
Moving forward, Patagonia will be telling stories through films that inspire people to take action – centered around surfing, trail running, fly fishing, skiing and snowboarding, and rock climbing.
For example, Patagonia this spring released Mile For Mile, a film that celebrates Patagonia National Park through the sport of trail running and asks customers to donate money to fund 50 miles of trails needed to complete the park (Patagonia will match every donation). And The Fisherman’s Son film tells the story of surf ambassador Ramon Navarro and his push to protect the culture and environment of the Chilean coast, Punta de Lobos.
Each campaign will have a dedicated activism page at Patagonia.com/TheNewLocalism where customers can watch the films, get informed, take action and encourage their friends and family to do the same through social media.