In March of 2018, companies part of the outdoor industry were openly confronted about their limited approach to presentation in advertising. More specifically, the ads and campaigns launched by these brands predominantly put the focus on white people in adventurous environments, passively neglecting the presence of people of color in these narratives.
Judith Kasiama (Juju Milay) is one of the people who extensively advocate for the diversification of the outdoor industry and after posting on Instagram about the unfairness in the sector of marketing, MEC took notice and signed her on as a brand ambassador. To draw attention to the raised issue of representation, the brand launched a campaign that detailed Juju Milay's background, her love for the outdoors and her displeasure in terms of marketing tactics. In a heartwarming and inspiring video, MEC and Milay attempt to spread a message for inclusivity.