A Portrait of Resilience in Motion (Image Credits: Unsplash)
A 49-year-old REI retail worker in San Antonio completed a three-year streak of running at least one mile every day, even as he endured Stage 4 bone and lung cancer for more than two decades.
A Portrait of Resilience in Motion
Rob Shaver’s unwavering routine captured national attention through REI’s short film The Life We Have, directed by Sam Price-Waldman. The 25-minute piece explored profound questions about purpose and perseverance amid fragility. Viewers witnessed Shaver’s highs, like joyful runs with family, and lows, including chemotherapy sessions and treatment side effects. His story blended raw emotion with quiet determination, showing smiles on trails and tears at home.
Production began in mid-2023 by Wondercamp filmmakers embedded in Shaver’s life. REI Studios committed early, initially envisioning it for internal audiences. As his health fluctuated during filming, the narrative evolved into a broader testament to human endurance. Shaver himself reflected, “Every day, be thankful for your body, be thankful for your mind.”
REI Studios Expands Beyond Adventure Tales
Shaver and his store manager pitched the idea directly to REI executives years ago, inspired by the company’s content arm. Paolo Mottola, REI’s VP of brand marketing, noted the pitch’s appeal for authentic human stories. Unlike typical outdoor action videos, this film highlighted subtle victories, such as rising from a hospital bed for a short jog.
REI Studios previously backed narrative projects like the Taika Waititi-executive-produced Frybread Face and Me, a comedy-drama set on a Navajo reservation, and Canary, a documentary on climate scientist Lonnie Thompson. Mottola emphasized, “We want to tell human stories that people can empathize with and resonate with.” The studio now prioritizes selective long-form content with controlled distribution, drawing from lessons since its 2021 launch. Projects span Netflix, Hulu, podcasts, and newsletters.
Award Wins and Timely Release
The film garnered acclaim at festivals, securing Best Short at AmDocs, Audience Choice at Telluride Mountainfilm, and Best of the Fest at 5Point Film Festival. REI released it publicly on its website and YouTube channel this week, following limited festival screenings. Joe Crosby, REI’s director of brand and content marketing, described the shift from employee-only viewing to wider reach.
- Running affirmed Shaver’s purpose and brought daily joy.
- Family ties, including his mother and brother who also work at the store, provided support.
- The outdoors fostered connections that strengthened his spirit.
- Treatments interrupted life unpredictably, yet he persisted.
- His message stressed living deeply over achievements.
Navigating REI’s Broader Challenges
The release arrives as REI grapples with sales drops of 2.4% in 2023 and 6.2% in 2024, alongside store closures in Manhattan’s Soho, Boston, and Paramus, New Jersey, announced in October 2025. New CEO Mary Beth Laughton, who joined a year ago, addresses union tensions and equity issues highlighted in internal reports. Still, films like this and 2020’s The Mighty Finn underscore positive employee narratives.
Mottola positioned such content as cultural advocacy, not mere promotion. A “Run for Rob” screening tour pairs run clubs with nonprofit fundraisers, including Cancer Support Community. Events already occurred in New York, Los Angeles, and Seattle, with Denver on March 1 and more via Eventbrite.
Key Takeaways
- Shaver’s story redefines outdoor inspiration through everyday grit.
- REI Studios blends commerce with empathetic storytelling.
- The film prompts reflection on gratitude and forward momentum.
Shaver articulated in the film, “It’s about so much more than running. It’s about making a choice every day to live deeply and thoroughly.” This narrative offers REI – and viewers – a blueprint for finding richness in life’s uncertainties. What inspires you to keep moving forward? Share in the comments.
