In spring 2019, Salomon launched its WMN campaign to break down harmful stereotypes that women face when recreating outdoors. Salomon challenged rygr to create a media experience for women that empowered journalists in an authentic, show-not-tell format.

rygr hosted the WMN Hike Experience in conjunction with the launch of the women’s-specific VAYA hiking collection in the French and Italian Alps, giving six female journalists from active lifestyle and mainstream publications the opportunity to visit the Salomon headquarters and design center in Annecy, France, and explore trails in nearby Courmayeur, Italy. Activities included paddling Lake Annecy, a tour and one-on-one sessions at the Annecy Design Center, hiking above Courmayeur, spa time, and guided paragliding on Mont Blanc.

Measured in fun, this media experience went down as one of the very best rygr has executed, with deep bonds that formed as a result of the group sharing life-changing adventures together in an inclusive, friendship-first environment. This fact shone across the social media posts shared by attendees during the event, reaching more than 50,000 followers.

Measured in media coverage, rygr secured brand-first placements on the power of women’s specific gear with every publication in attendance, including REI Co-Op Journal, SHAPE, Outside, Women’s Running, Backpacker, Teen Vogue, Refinery29, and HGTV.