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Protect Our Winters and 11th Hour Racing: A Visionary Partnership for Planetary Change
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In 2022, 11th Hour Racing and Protect Our Winters (POW) joined forces to maximize impact and help protect our planet for future generations.
The connection between the two organizations might not have been immediately obvious as one is traditionally synonymous with the mountain landscape and one with the ocean. However, when it comes to values and ambition, they are perfectly matched and as 11th Hour Racing’s short film ‘Shaped by Water’ explores, we are all intrinsically connected from the highest mountains to the darkest depths of the sea.
“This partnership is about the transformative power of collaboration,” says Michelle Carnevale, President of 11th Hour Racing. “When we connect through our shared passions for the outdoors and our commitment to the planet, we build a movement capable of achieving far more than we ever thought possible—whether you love sailing, skiing, mountaineering, running, cycling, kayaking… we’re all in it together.”
In this exclusive conversation with POW Founder Jeremy Jones, and CEO of POW Erin Sprague, we explore what it takes to mobilize a community, the transformative power of sport and how anyone can advocate for climate action.
The Outdoor State is made up of more than 175 million passionate people. ©SShelesky
THE OUTDOOR STATE: TURNING PASSION INTO POWER
Bound by a joint vision for a better future by powering climate action, supporting communities and fostering environmental awareness, both POW and 11th Hour Racing hold keys to unlocking the influence of the so-called ‘Outdoor State’ - a term coined by Jeremy Jones to describe the group of people bonded together by their love for the outdoors.
“The ‘Outdoor State’ refers to outdoor loving people who deeply value the outdoors as a central part of their lives,” explains Jeremy.
For POW, the identification of this group originated largely from mountain sports, with ambassadors such as mountaineer Conrad Anker, MTB star Kate Courtney and nordic skier Jessie Diggins. For 11th Hour Racing, their community and following is more ocean-focused, with ambassadors such as sailor Liz Clarke, surfer Ian Walsh and freediver Zandile Ndhlovu, among others.
“This group is over 175 million individuals, and what might come as a surprise is if their economic impact were combined, it would surpass industries like pharmaceuticals and firearms— and the reason I say this is because these are sectors known for wielding significant influence,” Jeremy adds.
“At Protect Our Winters, we believe that by uniting the Outdoor State around clean air, clean water, and a healthy planet, we can wield that same power with lawmakers.”
Jeremy Jones
“The ‘Outdoor State’ refers to outdoor loving people who deeply value the outdoors as a central part of their lives.”
The Outdoor State's participants are bonded by their connection to the outdoors. ©SShelesky
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FROM THE SUMMIT TO THE SEA: BUILDING A MOVEMENT FOR CHANGE
We are all passionate about our chosen hobbies and Jeremy saw the opportunity to tap into people’s deep love for the outdoors to create an unstoppable movement. The idea wasn’t to spend time convincing them the world is changing, after all, they see it for themselves every day - but more to help them use their passion for positive change.
Since their formation in 2007, POW has commissioned unprecedented scientific studies, lobbied with Olympians in Washington D.C., and even introduced legislation.
“Having a connection to the outdoors is common and fulfilling, and for many people, it’s a focal point of their lives,” Jeremy says. “Our job at POW is to mobilize these people and educate them on how to contribute to the solution.”
Erin agrees: “We start with people’s passion. Think about what you love to do - maybe sailing, skiing, snowboarding, or running. If you’re reading or listening to this, chances are you’re one of those outdoor enthusiasts. When it comes to the climate movement, people want to take action; that’s not the problem. The challenge is uniting them, giving them opportunities, and showing them how to get involved.”
Here are two prominent ways that POW facilitates action.
1. Training people: Climate issues can often feel intimidating, heavy on science, and full of technical details, so POW simplifies them, breaks them down into understandable pieces, and then provides meaningful opportunities for action.
2. Building a community: The Outdoor State is about building power and influence so Team POW was created for individuals who love the outdoors, want to help make a big impact, and work together to drive systemic change.
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POW is on a mission to protect the places we all love. ©ClaytonHerrmann
POW is on a mission to protect the places we all love. ©ClaytonHerrmann
HOW SPORT INSPIRES GLOBAL ENVIRONMENTAL CHANGE
Both POW and 11th Hour Racing share the fundamental belief that sport can change lives, and listening to Erin speak passionately about the collaboration, with more at stake than ever before from a rapidly changing climate, that is perhaps truer than it has ever been.
Erin says: “Protect Our Winters and 11th Hour Racing are so aligned because we both see the incredible power of sport and storytelling to inspire change.
“Athletes are heroes to so many of us, and their platforms can do so much more than just sell products, they can sell climate action. That’s what we focus on at POW, celebrating these incredible athletes, from Olympians to world record-holders, and connecting their achievements to climate solutions.”
As Erin mentioned above, alongside the training and the building of a community, storytelling is another powerful method to connect with an audience in the digital world and inspire them to be part of the solution. 11th Hour Racing’s approach to storytelling is another area where the two organizations are closely aligned.
“They bring creativity into the mix,” Erin reveals. “Climate can feel overwhelming—full of heavy science. But through storytelling and projects like the Purple Mountains and Shaped by Water films, we make these issues relatable and emotional.
“These stories remind people why they care in the first place, fighting apathy and inspiring action. Together, we’re turning passion for sport and the outdoors into a powerful movement for change.”
Erin Sprague
“Protect Our Winters and 11th Hour Racing are so aligned because we both see the incredible power of sport and storytelling to inspire change."
POW meet with lawmakers on behalf of the Outdoor State to ensure their voices are heard. ©ChrisShane
WE CAN ALL BE PUBLICISTS FOR CLIMATE ACTION
Over the years, Jeremy says he’s come to the conclusion that the topic of climate has intentionally become a political issue. With this in mind, he knows the importance of having climate champions within office.
“We need to change, or we need to change the systems. To change the systems, we need policy,” he explains.
“That’s why we need the Outdoor State to make it clear that we want our elected officials to embrace solutions and stop clinging to the past.”
POW work tirelessly in their quest to meet with lawmakers on behalf of the 175 million Outdoor State participants to make sure their voices are heard in the halls of Congress. By turning passion into policy, they’re ensuring that the outdoor community is recognised as a powerful force for climate action.
When asked if climate change needs a publicist, Erin smiles. “Indeed, and I’ve said this before. But what’s special about our collaboration is that together we’re breaking down the layers of complexity through creative storytelling and education so anyone can get involved, we can all be publicists for climate action.”
Jeremy Jones
“We need to change, or we need to change the systems. To change the systems, we need policy.”
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LOOKING AHEAD: BUILDING A LASTING LEGACY FOR THE OUTDOORS
At one point during the interview, Erin jokes that the goal of the partnership is to “put the collaboration out of business” by getting to a point where it’s no longer needed. Until that moment comes though, it’s full steam ahead on the mission to protect the places we all love while engaging the next generation of climate heroes.
Despite its overwhelming importance, it’s also work that brings a smile to everybody it touches. “There's great joy in what we do,” Erin says. “We're telling these incredible stories, we’re funding forward-thinking scientists, we’re bringing everyday people together and that is really fun.”
And does POW see more ocean-related projects in its future? You bet!
“Historically we love water in its snowy form, moving forward we’re getting excited about water in its other forms,” Erin concludes.
“I view the future as a continuation of creative collaborations where we’re finding common ground and bringing more people into the Outdoor State.”
You can discover more about Protect Our Winters and their inspiring work at https://protectourwinters.org/
Hero image credit: @DonnyO'Neill / POW
THERE IS MORE TO COME
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Jamie Haines, sailor “I grew up on the ocean, and in order to protect it, we need to solve the climate crisis. It all goes hand in hand.”
Ian Walsh, big wave surfer “As athletes, ocean health and sustainability are at the heart of what we do – without the ocean, we wouldn’t be here.”
Steve Benjamin, filmmaker “I really want people to fall in love with the ocean, to appreciate it more, and to try to alter their behavior around it. Everything ends up in the ocean, and it’s such a dumping ground for humanity. My hope is that people see the ocean as a living entity that needs to be protected.”
Amory Ross, storyteller “How can I describe the ocean? The ocean is impossible to describe because it is endless; it is full of life, wonder, and mystery.”
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