Playground →
The top 10 neighbors for REI (social) span five distinct subcategories — and only one of them is another Outdoors brand.
The shape is broad: scores run from 0.93 down to 0.87 with no single dominant neighbor and no sharp drop-off. Patagonia leads at 0.93, the one fellow Outdoors brand in the top 10 and the closest match by a meaningful margin. After that, the neighbor set diversifies sharply. Glennon Doyle (0.91) and Brené Brown (0.90) are both Authors — part of a four-Author cluster in the top 10 that also includes Anne Lamott (0.87). Two Research Organizations appear back-to-back: NASA InSight (0.90) and NASA's Perseverance Mars Rover (0.88). The National Park Service (0.90) rounds out a Government entry. Fitness brands Strava (0.88) and Specialized Bicycles (0.86) represent the active-lifestyle adjacent cluster, while Dr. Glaucomflecken (0.88, Professionals) and Schitt's Creek (0.87, TV Shows) complete a neighbor set that crosses five subcategories.
The cross-kind pattern here is the finding: REI (social)'s audience shape is pulled as strongly toward Authors, NASA accounts, and a TV show as it is toward outdoor or fitness brands, suggesting an audience defined less by a single interest vertical than by a broad, curious, values-oriented profile.
