The partnership marks a strategic pivot for the Freeport-based company as it looks to connect with a younger generation through the lens of the Mayes’ transition to the Northeast. Originally from North Carolina, the couple will document their experiences acclimating to New England, highlighting how they build community and create personal traditions in their new environment.

Greg Elder, President and CEO of L.L.Bean, noted that the couple’s emphasis on family and time spent outdoors mirrors the values the company has maintained since its 1912 founding. For the Mayes, the collaboration serves as a personal bridge to their new surroundings. Ann Michael Maye stated that the brand will be a central part of their efforts to establish new memories, whether through travel or quiet moments in the backyard. This campaign follows a significant year for L.L.Bean, which recently reported over $4.3 million in donations toward outdoor accessibility initiatives.