Overview
- REI published the short documentary on February 18 on its website and YouTube, expanding access beyond its festival run.
- The brand kicked off a Run for Rob screening tour tied to regional run clubs, with funds directed to local nonprofits including Cancer Support Community.
- Events have already taken place in New York, Los Angeles, and Seattle, with Denver scheduled for March 1 and additional cities to follow, plus a virtual run on February 20.
- The film centers on REI retail employee Rob Shaver, who has lived with Stage 4 bone and lung cancer for over two decades and completed a three-year daily running streak.
- The project comes from REI Co-op Studios, which has placed work on Netflix and Hulu, and it arrives as the retailer navigates sales declines in 2023 and 2024 and recent store closures.