Retail sales on Black Friday, one of the busiest shopping days of the year, can often make or break a retailer’s holiday shopping season. But in 2015, as the sales started seeping further and further into Thanksgiving Day, REI changed course. The co-op closed all of its 144 stores and paid its 12,000 employees to spend Black Friday outside. Join REI’s marketing leader and Chief Creative Officer Ben Steele to learn how the #OptOutside campaign is core to what REI stands for as a brand, and how doing what’s best for members and employees enhances the brand’s messaging and connection with consumers.
The Power of REI’s #OptOutside
Chief Creative Officer, REIBen serves on REI's leadership team as Chief Creative Officer, leading the co-op's marketing efforts, brand strategy and creative expression with a team that influences physical and digital assets, customer and member engagement, private bra
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