| Rock/Creek | |
| Type: | Private |
| Foundation: | 1987 |
| Location City: | Chattanooga, Tennessee |
| Key People: | Dawson Wheeler and Marvin Webb, co-foundersJonathan Scott, vice president |
| Industry: | Retail, outdoor industry |
| Products: | Clothing and outdoor equipment |
| Num Employees: | 50-99 |
| Homepage: | Rock/Creek |
Rock/Creek is a Chattanooga, Tennessee-based sporting goods retailer of clothing and gear for rock climbing, paddling, trail running, hiking, camping and travel.
Founded as Rock/Creek Outfitters and Canoeist Headquarters in 1987 when Dawson Wheeler and Marvin Webb purchased Canoeist Headquarters, the company became known as Rock/Creek Outfitters. The name was shortened to Rock/Creek in 2007.
In November 2007, Rock/Creek was named one of the top 25 specialty outdoor retailers by Outdoor Business magazine.[1] In 2009, SNEWS & Backpacker Magazine chose Rock/Creek as Retailer of the Year for Best Online Business.[2]
Rock/Creek has a total of five brick-and-mortar locations. They have two flagship stores, one in downtown Chattanooga and the other at Hamilton Place Mall, two paddling stores and an e-commerce site. In 2007, Rock/Creek opened a new store in the Two North Shore development in downtown Chattanooga.[3] The project, developed by CS & Associates and Greenlife Grocery, has been designed with U.S. Green Building Council's LEED standards in mind.[4] The latest store to open is located at The Block, the largest adaptive reuse project in Chattanooga.[5]
Rock/Creek selected Art Technology Group to revamp its Web site in Fall 2010.[6] Since that date, the company has been listed on Internet Retailer's "Second 500" list. For the 2012 list they were #644.[7]
In October 2014, a Chattanooga shop employee pursued a shoplifter on foot and the story went viral after being picked up by Trail Runner Magazine.[8]
Rock/Creek regularly gives money to environmental non-profits and sponsors trail building and cleanup efforts. The retailer created the Rock/Creek StumpJump 50k in 2002 to raise awareness and funds for the Cumberland Trail. This race has expanded and now forms part of a larger Rock/Creek Trail Series, with trail running events throughout the year ranging from 5 miles to 50 miles.[9] Past campaigns have included working with Chaco footwear to send used shoes to orphans in Nepal through the dZi Foundation.[10]
Rock/Creek has been featured in local media for its involvement in local trail races as well as the 3 State 3 Mountain Challenge, a bike century.[11]
Rock/Creek is a member of the Grassroots Outdoor Alliance, a group of independent outdoor shops dedicated to the sustainability of the specialty outdoor channel and the quality of the outdoor enthusiast's experience.[12] The retailer is also a member of the Outdoor Industry Association.
Rock/Creek employees serve on nonprofit boards as well. Founder Dawson Wheeler serves on the board of SAWS (Southern Appalachian Wilderness Stewards).[13] Marketing Director Mark McKnight serves on the board of local land trust Lula Lake Land Trust.[14] Wheeler has been involved in lobbying for wilderness protection in the Cherokee National Forest and is cited in press interviews around the topic.[15]