Le Lézard
Classified in: Business, Sports and recreation
Subjects: PDT, LIC

Short Film "What's in A Name" Addresses Discrimination and Racism in American Climbing Culture and Route Names


ROHNERT PARK, Calif., Oct. 21, 2021 /PRNewswire/ -- Marmot, in partnership with REI Co-op Studios and Bedrock Film Works, releases "What's In A Name," a short film directed by Jules Jimreivat, chronicling the spirit and triumph of muscling through the challenge of route development in a sport whose practices have created barriers to access, safety, and belonging among underrepresented groups.

After immigrating from Brazil to the United States as a teenager, Maiza Lima worked to find her place in American culture and climbing. Now living in rural Montana where she is one of the only female climbers in her town, Lima has come to realize there are many parts of climbing culture she does not want to conform to. She discovers that she must define her own portion of American climbing, community, and place to make more space for people like her.

The film will be available at noon PT today on REI's YouTube channel on at https://www.youtube.com/c/rei, and on Marmot's Instagram at 9AM PT on 10/27 https://www.instagram.com/marmot/.

"Growing up climbing, I had few female role models to look up to. My coaches, bosses, local climbing 'crushers,' all were male. On top of that male-dominated culture and the list of route names for popular climbs, the sport can feel unwelcoming and even unattainable for so many," said Jul Jimreivat, film director. "I chose to direct this film because I want that list of names changed to encourage more inclusion of women and BIPOC in the sport of climbing. We've made a film dedicated to telling the story of an incredible woman, climber, and immigrant as she finds her place in American climbing culture."

"The decision to partner on the film was an easy one. Maiza's story is one that needs to be told and Jules and the Bedrock Team were the perfect fit for the project. Marmot is honored to take a stand with Maiza and our film partners against racial and gender exclusivity in American climbing," said Jeff Brandon, Marmot's brand marketing manager. "For some, this will be the beginning of an essential dialogue and for others it will be a valuable continuation. Either way our goal is the same, we want to facilitate constructive conversations and participate in the solution." 

"This film engages the climbing community and continues a critical conversation about how together we can build a more inclusive future for our sport and those who love it," said Nicole Browning, REI inclusion marketing manager. "Part of that work is co-creating a solution to end derogatory route naming for good, and by addressing the issues within the climbing culture that have enabled it."

Seth Beiden (Marmot PR)
Seth@sasquatchagency.com                          
707.477.3906

Courtney Gearhart (REI PR)
prrequests@rei.com  

SOURCE Marmot


These press releases may also interest you

at 07:15
Dorel Industries Inc. today announced it has completed its previously-announced acquisition of Notio Living. Dorel Home, a segment of Dorel Industries, is buying the Danish-based company for approximately US$19.0 million. Notio Living markets...

at 07:05
Garmin® International, Inc., a unit of Garmin Ltd. , today announced a multiyear agreement to become the Official Equipment Supplier of the top-ranked University of New Mexico track and field and cross-country teams through the spring 2024 season....

at 07:00
Real Luck Group Ltd. ("Real Luck Group" or the "Company") and its subsidiary companies doing business as "Luckbox" (the "Group"), an award-winning provider of legal, real-money esports and sports betting, today filed financial results for the nine...

at 07:00
Swarmio Media Holdings Inc. ('Swarmio' or 'the Company'), a vertically integrated, end-to-end gaming and esports platform that helps telcos and game publishers engage and monetize the gaming industry, announced today the appointment of Larry Taylor,...

at 06:25
The "Global Gym Management Software Market 2021-2025" report has been added to ResearchAndMarkets.com's offering. The gym management software market is poised to grow by $ 139.85 mn during 2021-2025, progressing at a CAGR of 11.31% This study...

at 06:05
SEON, the fraud fighters, today announced a partnership with Sorare, a French start-up company for fantasy football (soccer), to stop fraud within their referral program. Sorare will implement SEON's winning combination of onboarding monitoring,...



News published on 21 october 2021 at 09:59 and distributed by: