#optoutside

Background

Black Friday is the day after the U.S. Thanksgiving and is known as the biggest shopping day of the year.

Research confirmed that interest in the outdoors was up and the health benefits of spending more time outside was gaining traction. Tangentially, enthusiasm for shopping on Black Friday, was decreasing.

This cultural dynamic provided the perfect opportunity for the REI brand to make a bold statement that reflected its values and mission as a company. REI exists to help people enjoy the outdoors and they believe that a life outside is a life well lived.