This year, $2.4 billion outdoor lifestyle retailer and co-op REI is once again closing its 149 stores on Black Friday for the return of its celebrated "#OptOutside" program. But now, with the backing of a slew of official partners, the company aims to make the program a new post-Thanksgiving tradition.
Last year, REI made marketing history when it decided to suspend its retail activity, including online sales, on the most popular shopping day of the year while continuing to pay its more than 12,000 employees so they can have a day to enjoy the outdoors. The idea, supported by advertising and marketing from Venables Bell & Partners, Starcom Mediavest Group and Edelman, went on to win the Titanium Grand Prix at Cannes in June.
For 2016, more than 275 national and local organizations, including a handful of brands, have officially teamed with REI to back the "Opt Outside" movement.
"We're doing our darndest to start a new tradition," said REI Chief Creative Officer Ben Steele. "We really want people thinking about the Friday after Thanksgiving differently."