#Opt outside

BRAND Rei / MADE BY Venables Bell & Partners

Oh yes, the outdoor retailer Rei did it again this year. When other retailers promoted the shopping mania Black Friday Rei gave its staff the day off and encouraged people to opt outside in nature.

To help aspiring adventurers choose how to #OptOutside, optoutside.rei.com featured recommended hiking trails, many run by nonprofits and supported by REI. Employees and customers shared thousands of outdoor experiences throughout the season and afterwards. On the day itself, REI.com featured a black takeover screen that encouraged customers to #OptOutside.

Impact:
According to Rei more than 1.4 million people and 170 organizations opted outside in 2015. In 2016 more than 2.1 million people and 365 organizations have made the pledge.

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