The REI sports clothing and equipment brand turns its back on this Anglo-Saxon promotional extravaganza and reinforces its sense of purpose, by closing its 143 North American stores on Black Friday.
Employees and customers alike are encouraged to take a break, get out into nature and enjoy the fresh air, in order to avoid the post-Thanksgiving sales stampede.

This year, for the third year running, the brand is reiterating and expanding the movement with its #OptOutside campaign.

"You don't win in the long-term by pushing ... what I call rampant consumerism. It's really more than selling stuff. It's not just retail. It's experiences" says Jerry Stritzke, CEO of REI.

We love this responsible, logical and extremely well-branded campaign, based on strong convictions and the total opposite of trivial, short-term sales campaigns!