How a small concept had an enormous impact.
REI is a purpose-led out of doors co-operative of 16 million members. Collectively, we consider life outside is a life nicely lived.
Inside that easy assertion is the genesis of #OptOutside, the thought to shut our shops on Black Friday, pay our 12,000 staff to spend time outdoors and invite America to hitch us.
#OptOutside first launched in 2015. No different giant retailer had been shut on Thanksgiving and Black Friday earlier than. The response was unimaginable: greater than 1.four million individuals and 170 out of doors corporations, nonprofits and organizations selected to spend their Black Friday outside. In 2016, #OptOutside quadrupled.
To this point, greater than 700 organizations and seven million individuals have chosen to #OptOutside as an alternative of preventing it out within the aisles.
And so whereas #OptOutside started as an concept to do the correct factor for our staff, it has develop into a motion far bigger than us. The idea hyperlinks straight again to our beginnings as a co-op. REI was founded by 23 climbing friends in shadow of Mount Rainier in 1938. They got here collectively, imagined new methods to get outdoors and altered the best way individuals entry the outside perpetually.
Greater than seven a long time later, that very same ardour for a life outside is on the core of the whole lot REI does. By main with our values, by placing our staff and our members first, by creating a possibility for individuals to pause and select a special path, collectively we have now created one thing greater than we ever dreamed was doable.
#OptOutside isn’t nearly Black Friday. It’s a mindset. It’s about selecting life outside. And it has develop into a means for individuals to share who they’re and what we consider in.
Once more this yr, we invite you to just do that. Begin your personal custom. Collect your favourite individuals, go to your favourite locations, share your greatest days with us.
We’ll see you on the market…