Rock/Creek
| File:Rockcreek-logo.png | |
| Company type | Private |
|---|---|
| Industry | Retail, outdoor industry |
| Founded | 1987 |
| Headquarters | |
Key people | Dawson Wheeler and Marvin Webb, co-foundersTemplate:BrJonathan Scott, vice president |
| Products | Apparel and outdoor gear |
Number of employees | 50-99 |
| Website | Rock/Creek |
Rock/Creek is a sporting goods retailer located in Chattanooga, Tennessee, offering apparel and equipment for activities such as rock climbing, paddling, trail running, hiking, camping, and travel.
History
The company began in 1987 under the name Rock/Creek Outfitters and Canoeist Headquarters after Dawson Wheeler and Marvin Webb acquired Canoeist Headquarters. It later adopted the simpler name Rock/Creek Outfitters before shortening it further to Rock/Creek in 2007.
In November 2007, Outdoor Business magazine recognized Rock/Creek as one of the top 25 specialty outdoor retailers. Two years later, in 2009, SNEWS and Backpacker Magazine honored Rock/Creek with the Retailer of the Year award for Best Online Business.
Rock/Creek operates five physical stores, including two flagship locations—one situated in downtown Chattanooga and another within the Hamilton Place Mall—alongside two paddling-focused outlets and an online store. In 2007, the company launched a new retail site within the Two North Shore development in downtown Chattanooga. This project, a collaboration between CS & Associates and Greenlife Grocery, was designed following the guidelines of the U.S. Green Building Council's LEED certification standards. The newest addition to their store network is positioned at The Block, noted as Chattanooga’s largest adaptive reuse initiative.
In the fall of 2010, Rock/Creek partnered with Art Technology Group to overhaul its website. Since then, it has been featured on Internet Retailer’s "Second 500" list, ranking #644 on the 2012 edition.
A notable incident occurred in October 2014 when a store employee from Chattanooga chased down a shoplifter on foot; this event gained widespread attention after coverage by Trail Runner Magazine.
Charitable and Environmental Efforts
Rock/Creek consistently contributes financial support to environmental organizations and backs initiatives focused on trail construction and maintenance. In 2002, the company launched the Rock/Creek StumpJump 50k to promote awareness and generate funds for the Cumberland Trail. This event has since grown, becoming part of the broader Rock/Creek Trail Series, which features trail running competitions throughout the year with distances ranging from 5 to 50 miles. Previous initiatives have included a collaboration with Chaco footwear to collect and distribute used shoes to orphans in Nepal through the dZi Foundation.
Local media outlets have highlighted Rock/Creek's active participation in regional trail races as well as the 3 State 3 Mountain Challenge, a century bike ride.
Partnerships
Rock/Creek holds membership in the Grassroots Outdoor Alliance, an association of independent outdoor retailers committed to preserving the specialty outdoor retail sector and enhancing the experience of outdoor enthusiasts. Additionally, the company is affiliated with the Outdoor Industry Association.
Several Rock/Creek staff members contribute their expertise by serving on nonprofit boards. Founder Dawson Wheeler is a board member of SAWS (Southern Appalachian Wilderness Stewards), while Marketing Director Mark McKnight serves on the board of the Lula Lake Land Trust. Wheeler has also played a role in advocating for wilderness protection within the Cherokee National Forest and has been featured in media coverage regarding these conservation efforts.