The Broadway production of “Redwood” has announced a partnership with specialty outdoor retailer REI Co-op. The partnership echoes the musical’s themes of honoring the symbiotic relationship between human wellness and nature, with a goal of raising awareness on the healing benefits of nature and conserving the outdoors.
The production will offer a commemorative co-branded “Redwood” and REI thermal mug, of which 30 percent of its sale proceeds will go directly to REI Cooperative Action Fund to support further research on nature’s impact on health and wellness. REI will also devote a section of its website to inform and encourage “Redwood” attendees about additional actions. Finally, the musical and REI will host a panel discussion in the spring; details will be announced.
“One of the themes of ‘Redwood’ is the importance of nature and its innate ability to help heal and repair the soul,” said ‘Redwood’ lead producer Eva Price in a statement. “We are thrilled to collaborate with REI, who is investing in research and nonprofits to raise awareness of the connection between nature and our health, and grateful to have a partner that can help our audiences with actionable ways to make an impact.”
Conceived by Tina Landau and Idina Menzel, “Redwood” features a book by Landau, music by Kate Diaz and lyrics by Diaz and Landau. The musical follows Jesse (Menzel) who, following a personal tragedy, finds solace in the Redwood Forest of northern California. Following previews that began on Jan. 24, “Redwood” opened on Feb. 13 at the Nederlander Theatre.
“REI shares its passion for the outdoors by inspiring and equipping our co-op members with the gear, apparel, and expertise they need to enjoy time in nature,” said Marc Berejka, divisional vice president of community advocacy and impact at REI. “The benefits of nature are boundless and we are thrilled to work with ‘Redwood’ to amplify all the ways that nature can strengthen and heal us.”
Founded in 1938, REI is the nation’s largest consumer co-op, whose membership exceeds 24 million members. The retailer’s mission is to inspire and properly equip everyone to embrace the outdoors.
“Redwood” is produced by Eva Price, Caroline Kaplan and Loudmouth Media.
