Earlier this year, Cotopaxi partnered with sneaker brand Hoka to launch a co-branded shoe and hip bag. The companies also announced their continued support for True Colors United, which aims to end youth homelessness, especially among LGBTQ+ youth.

Cotopaxi also runs activations at events like the Maryland music festival All Things Go. The brand also runs Questival, a 24-hour adventure race to promote its mission of helping people get outside.

“The way we break down our incentives around bonuses is three things: revenue, profit and impact,” Hiranaga said. “And if we don’t impact, we don’t get the other ones.”