REI’s secrets to sustaining a beloved brand and touching grass

Mary Beth Laughton, CEO of REI, joins Rapid Response to discuss reviving the 88-year-old outdoor co-op. She explains why her first move was to publicly break ties with a Trump cabinet secretary, and how the member-owned structure—with 26 million members instead of shareholders—gives REI a unique long-term clarity. She shares lessons from Nike, Sephora, and Athleta on leading a mission-driven brand where values are tested, not merely stated.