Overview
#OptOutside launched November 27, 2015, when outdoor retailer REI announced it would close all 143 stores on Black Friday and pay employees to spend the day outside. The anti-consumerism campaign became one of retail’s most successful marketing stunts.
The Launch
REI’s president Jerry Stritzke announced the closure in October 2015, framing it as prioritizing values over profits. Within 24 hours, the hashtag generated 1.2 billion social media impressions. By Black Friday, 1.4 million people pledged to #OptOutside.
Industry Impact
Over 275 other outdoor companies and non-profits joined the movement by 2016, including Patagonia (2016), The North Face (2017), and state park systems. REI continued the tradition annually, making #OptOutside a permanent Black Friday counter-narrative.
Criticism
Some accused REI of virtue signaling while still participating in e-commerce on Black Friday. Others noted the irony of a retail company telling people not to shop during the busiest shopping weekend.
Sources
- REI #OptOutside announcement (October 2015)
- Impact metrics: Adweek (November 2015)
- Patagonia’s “Don’t Buy This Jacket” campaign comparison (2011)