#OptOutside Campaign Proved It All Wrong

Imagine every brand around you fighting for attention on Black Friday - flooding your inbox with discounts, flashing big sales, and pushing you to buy more.

Now, picture one brand doing the exact opposite.

• Instead of selling, they shut down.

• Instead of chasing profits, they told people to go outside.

And that’s what REI did.

While the world rushed to shop, REI closed all its stores, paid its employees to take the day off, and launched a movement that changed how people see Black Friday.

Nope. That was not a PR stunt.

They have been doing this for over 10 years. It was a story of successfully building brand loyalty, bold decision-making, and marketing that stands for something.

And the best part?

REI makes even more than some brands do during Black Friday.

Campaign Overview

• Campaign name: #OptOutside

• Campaign dates: Launched in 2015, continues annually on Black Friday

• Industry: Retail (Outdoor & Sporting Goods)

• Target audience: Outdoor enthusiasts, adventure seekers, environmentally conscious consumers, and REI members

Campaign Objectives

REI’s #OptOutside campaign was not just about closing stores on Black Friday. It had bigger goals that helped the brand grow in the long run. At the end of the day, the priorities REI wanted to resolve were:

1. Challenge consumerism culture

Black Friday is one of the year's biggest shopping days - brands sell at huge discounted prices and people rush to buy them. REI wanted to send a different message: spending time in nature is more valuable than shopping.

By closing all stores and online sales, REI encouraged people to rethink their priorities. This move positioned the brand as one that cared more about experiences than profits.

2. Strengthen brand authenticity

REI is an outdoor gear retailer. Its customers love adventure, nature, and sustainability. If the company promoted non-stop shopping, it would feel fake or contradictory to its values. REI believed in its mission by encouraging people to enjoy the outdoors instead of shopping. That made the brand feel more trustworthy and authentic to customers.

3. Increase employee satisfaction

Retail workers often must work long hours during Black Friday, dealing with big crowds and stress. REI took a different approach. It gave all employees a paid day off to spend time outdoors with their families. This decision made employees feel valued and appreciated, which helped increase job satisfaction and loyalty to the company.

4. Build long-term customer loyalty

Instead of focusing on short-term Black Friday sales, REI built a stronger relationship with its customers over time. Many people connected with REI’s message and values, which made them more likely to support the brand in the future.

The campaign also led to a 36% increase in REI membership applications and proved that customers wanted to be part of a company that aligned with their beliefs.

By putting purpose over profits, REI built a movement that grows every year.

What was the campaign about?

REI’s #OptOutside campaign was a bold decision to close all stores on Black Friday.

Check out this tweet by REI in 2015:

But it was about starting a movement. The company encouraged employees and customers to spend the day outdoors instead of shopping. That strengthened the brand's commitment to nature, adventure, and meaningful experiences.

REI’s Big Move

On Black Friday 2015, while most retailers were competing for sales, REI took a completely different approach:

• All 150+ stores were closed for the entire day.

• They paused online orders.

• More than 13,000 employees got a paid day off.

• The message was clear: People should enjoy the outdoors and nature instead of working or shopping.

All this might seem a huge risk because Black Friday is a day of record-breaking sales for retailers. However, REI believed that standing by its values was more important than short-term profits.

How did they do it?
Encouraging People to Join the Movement

To spread the message, REI used a mix of marketing channels:

• Social media campaign:

  REI launched the hashtag #OptOutside and encouraged people to share photos of their outdoor adventures with the hashtag. Posts from customers, employees, and even other companies flooded Instagram, Twitter (now X), and Facebook.

• Microsite for storytelling:

  REI created a dedicated website where people could share their outdoor experiences. The site also inspired, such as hiking trails, activity ideas, and tips for enjoying the outdoors.

• PR and media coverage:

  The campaign grabbed headlines in major media outlets like The New York Times, Forbes, and CNN. This free publicity helped the message spread beyond REI’s customer base.

• Email and in-store messaging:

  REI informed customers via email that it would be closed on Black Friday. Signs in stores also told shoppers about the campaign before the closure.

How #OptOutside Grew Beyond REI

What started as REI’s campaign quickly turned into a national movement. Other companies, nonprofits, and even government organizations joined in.

By 2019, over 7,000 organizations had participated, including state parks and outdoor brands. Even though REI risked losing money by closing its stores, the campaign strengthened its brand, attracted new customers, and built long-term loyalty. 

And here’s a brand joining the #OptOutside movement:

It wasn’t just about skipping Black Friday. It was about changing the way people think about what truly matters. This campaign has been active since its launch in 2015.

Results

• 1.4 million people pledged to #OptOutside in the first year

• It increased social media impressions by 170%

• 7,000+ companies joined the movement by 2019

• It boosted membership applications by 36%

• Despite closing on Black Friday, REI increased sales by 20% YOY

Conclusion

REI’s #OptOutside campaign was a powerful story about what the brand stood for.

At a time when retailers were fighting for every dollar, REI proved that purpose-driven decisions can create deeper customer loyalty than any discount ever could.

This campaign showed that marketing isn’t just about selling.
It’s about shaping beliefs, building trust, and creating movements.

REI won people over by living its values and inspiring others to do the same.

As a marketer, think about what your brand truly stands for.

• Are you following industry norms just because everyone else does?

• Or are you willing to make bold moves that set you apart?

The best brands aren’t just seen. They are remembered. And the ones that stand for something bigger than sales? They build legacies.