They even offered ideas for outdoor activities and asked people to send photos and accounts of what they did to #OptOutside.
REI chose to close all of their stores on the biggest shopping day of the year, give all 12,000 employees a paid day off, and encourage America to “ #OptOutside” with family and friends instead of participating in the usual consumer craziness. They even offered ideas for outdoor activities and asked people to send photos and accounts of what they did to #OptOutside. The heartfelt campaign that aligned with REI’s soul as a business was a massive hit, has become an annual event ever since, and has inspired people worldwide.