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REI is well known for their efforts to get people outside, and it's well known that their customers are typically quite active. Instead of spending time indoors at a gym, this campaign gets people to spend even more of their life in the great outdoors.
An Instagram account and app would be launched under the name of Forest Fitness. It would be treated exactly as if it was its own gym. The Instagram would post "features" of the gym, which are really just things that can be found in the woods to incorporate into workouts.
The Forest Fitness app would list potential workouts and ways to target each muscle group with things that can be found outdoors. Everything about the look and feel would be identical to that of a typical bodybuilding/training app, but with no real equipment needed.