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This question is about Backcountry.com.
To write a cover letter for a job at Backcountry, you should express an interest in the company's recreational products, as well as your alignment with the company's goals and values.
Backcountry is explicit about its values. It would be advantageous for you to mention some of these, and in your own words, describe what they mean to you and how you would put them into practice as an employee.
Here's a list of those values provided by Backcountry:
Take ownership
Exercise judgment
Get to the right answer
Make an impact
Always improve
Hire and develop the best
Operate as one team
Share your passion

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