REI hires first chief creative officer

Leading national outdoor gear and apparel retailer REI named agency executive Ben Steele as the company's first ever chief creative officer.



Steele most recently served as executive creative director at Hornall Anderson in Seattle, a globally recognized brand experience design agency with additional offices in London and New York. He will start in his role at REI's headquarters on January 1, 2015.



"One of the great joys of leading REI is the deep appreciation of our amazing brand and how outdoor stories permeate every part of the co-op experience," said Jerry Stritzke, REI president and CEO. "Telling these stories in a compelling way is a huge opportunity for us. Ben is a creative, strategic thinker who gets that we have to bring our brand story to life in unconventional ways. He's going to have a big impact."



At REI, operator of 137 stores, Steele will lead the company's creative strategy, bringing to life the brand's identity as a specialty outdoor lifestyle retailer. He will lead creative across the co-op with a team that will influence physical and digital assets, private brand product development, product assortment and REI's employment brand.



"I couldn't be more excited about joining the team. As a long-time member, as a brand partner over more than a decade and as a person who loves the experiences REI unlocks, I'm a huge believer in the co-op's mission,” Steele said. “REI is an amazing brand and I'm thrilled to be given the opportunity to work with the talented people here to bring to life our mission, purpose and overall experience for anyone who loves the outdoors.”



Steele has previously worked at Starbucks, Major League Baseball, PepsiCo and Lexus.