Did you hear?… REI launces it's own brand of OXT apparel

Responding to a 25-percent sales increase during the past two years in a category REI has dubbed, Outdoor Cross Training (OXT), the company has launched its own brand of OXT apparel, including Baja Shorts, PowerDry Tee, REI Bra Top, OXT Shell Jacket, Power Stretch Pullover, and Power Stretch tights. Not surprisingly, Julie Baxter, REI’s director of merchandising has predicted that OXT equipment sold to folks who participate in a variety of activities including trail running, fast packing, cycling, rock climbing, skiing, and snowboarding, will be the company’s fastest-growing category this year. In addition, REI is hosting Outdoor Cross Training and Conditioning clinics at all 59 of its retail locations on March 2 as well as providing information in its Learn and Share section of www.rei.com. SNEWS® View: And we still get emails from readers who try to tell us fitness doesn’t sell. Folks, OXT, by any other definition, is fitness. We’ve been saying for two years (and it’s the reason we also launched SNEWS® Fitness) that outdoor and fitness are markets that cross-pollinate and are doing so more and more.