Imagine a world where business growth and environmental conservation go hand in hand. Sounds too good to be true? Cox Enterprises is turning this vision into reality with the launch of Cox Outdoors, a bold new venture dedicated to outdoor recreation and conservation. But here’s where it gets exciting: Cox Outdoors isn’t just another corporate initiative—it’s a strategic move to merge passion for nature with innovative gear, all while safeguarding the planet’s wildest places for future generations.
On December 9, 2025, Cox Enterprises (https://www.coxenterprises.com/) unveiled Cox Outdoors, a business segment that unites two powerhouse brands: Loop Tackle (https://www.looptackle.com/en-us/) and KUIU (https://www.kuiu.com/). Loop Tackle is renowned for its expert fly-fishing equipment and unwavering commitment to protecting wild fish and their habitats, while KUIU leads the charge in creating cutting-edge outdoor performance gear. By bringing these brands under one umbrella, Cox Outdoors aims to amplify their impact, enabling adventurers to explore nature more deeply while inspiring conservation efforts.
And this is the part most people miss: Cox Outdoors isn’t just about selling gear—it’s about scaling a $37 billion market with a purpose. Alex Taylor, Chairman and CEO of Cox Enterprises, puts it best: “Cox Outdoors is a way for us to continue diversifying into new industries that let us make a meaningful difference on the world around us. This new business segment is rooted in something I care deeply about: conservation. Protecting the wild places that make life richer for all of us and caring for our planet has never mattered more.”
But here’s where it gets controversial: Can a corporation truly balance profit with conservation? Cox Enterprises seems to think so, and they’re putting their money where their mouth is. Cox Outdoors joins the ranks of other Cox divisions like Cox Farms (home to BrightFarms and Mucci Farms) and Cox Automotive (with brands like Autotrader and Kelly Blue Book), proving that diversification can drive both business growth and social impact.
Leading the charge is Will Thorburn, President of Cox Outdoors. With 15 years at Cox, including stints as head of Cox Cleantech and strategy roles at Cox Communications, Thorburn brings a wealth of experience to the table. He sums up the mission perfectly: “Cox Outdoors is all about connecting people with nature. As our lives get more digital, we want to invest in companies that help people go deep into the wilderness and share stories that inspire others to take action and protect wild places for future generations.”
Cox Outdoors isn’t starting from scratch. It builds on Cox Enterprises’ longstanding commitment to environmental stewardship. The James M. Cox Foundation and Cox Enterprises have collectively donated over $325 million to environmental and conservation causes, while Cox has invested more than $2 billion in cleantech businesses and technologies.
But here’s the question we can’t ignore: Is this enough? With climate change accelerating and natural habitats shrinking, can initiatives like Cox Outdoors truly make a dent? Or is this just another example of greenwashing? We’d love to hear your thoughts in the comments.
About Cox Enterprises:
Cox Enterprises is more than a global leader in broadband, automotive, and media—it’s a company dedicated to empowering people to build a better future. With $23 billion in annual revenues and a 125-year legacy, Cox is committed to driving innovation in emerging technologies, from agriculture to renewable energy. To learn more about their mission, visit https://www.coxenterprises.com.
