Nocs Provisions partners with Audubon Society to get more people birding

The modern optics brand and one of conservation's most iconic names are joining forces to bring a new generation of nature lovers closer to birds and the wild places they depend on.

There's a quiet but growing movement happening outdoors right now. More people are looking up, slowing down, and discovering birds (myself included by the way).

And two brands that genuinely care about where that interest goes from here have just decided to do something about it together by launching their NOCS x Audubon Society collab at REI.

Nocs Provisions, the California-based optics brand that has built a following among a younger, style-conscious generation of outdoor explorers, has announced a formal partnership with the National Audubon Society.

It's a collaboration rooted in a simple but powerful idea that getting people outside and connected to birds is one of the most effective ways to build lasting care for the natural world.

If you've been curious about birding yourself, our bird watching for beginners guide is a solid place to start before you invest in any gear, just sign up to our newsletter, and you'll have full access to this and our other 'Get Outside' guides, plus all the other perks that come with being a T&K member.

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Why this pairing makes sense

Audubon has been at this for more than 120 years. With 800 staff, 1.9 million supporters, and a track record of science-based, community-driven conservation across the Western Hemisphere, it's hard to overstate what the organisation has built.

Nocs, by contrast, is just seven years old but has carved out real credibility with a generation of outdoor enthusiasts who might not have otherwise picked up a pair of binoculars.

That contrast is exactly the point.

"The National Audubon Society's 120+ years of work to create a community focused on protecting birds and critical habitats is an incredible legacy, and we couldn't be more honored to partner with the organization,"

said Chris McKleroy, founder of Nocs Provisions.

"Generations of people respect Audubon, and now there's a new generation discovering birding and relying on resources and information from Audubon. Through that lens, together we can create awareness of how important it is to protect birds and critical ecosystems."

For Audubon, the appeal is equally clear. Birding is the entry point; the moment someone stops, looks at something wild, and feels something shift.

"Birds serve as symbols and sentinels of the natural world around us," said Alan Feldenkris, Chief Communications and Marketing Officer for the National Audubon Society. "Birding is often the first spark that gets people outside and connects them to nature in a way that inspires lasting passions and commitment."

That tracks closely with what we've seen through Trail & Kale. Time and again, the people who tell us birding, hiking, trail running, or camping changed their relationship with the outdoors didn't start as dedicated naturalists, they just went outside one day and paid attention to nature.

That first moment of noticing something is almost always the one that sticks.

What the partnership will look like in practice

Beyond shared values, the two organisations are committed to driving tangible outcomes.

Plans include product collaborations, storytelling, and community engagement work designed to expand access to birding and protect critical habitats.

On the product side, the "Spring Migration" collection now available at REI which is one of the most exciting moments in the birding calendar. 😉

Shop NOCS at REI

We've spent time with Nocs optics firsthand, and our Nocs binoculars review covers exactly how they perform in the field if you want a full picture before the new collection lands.

Nocs has been a 1% for the Planet member since its founding, holds Climate Neutral certification, and measures and offsets all of its carbon emissions. This partnership adds another layer to that commitment, connecting product with purpose in a way that goes beyond the usual brand collaboration playbook.

Conservation through connection

What makes this worth paying attention to is that both sides appear to genuinely mean it. Birding has had a significant cultural moment over the last few years, drawing in people who never would have described themselves as birdwatchers.

The question has always been what happens after that initial spark.

A partnership that pairs Audubon's deep expertise with Nocs' ability to make optics feel exciting and accessible to a new audience is a meaningful answer to that question.

And if it's the nudge you needed to finally head outside with a pair of binoculars, our beginner's guide to bird watching has everything you need to make that first outing count.

You can find out more about the Nocs Provisions x Audubon Society partnership at nocsprovisions.com/pages/audubon.

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