REI is America's outdoor co-op — member-owned, staffed by outdoor experts, and famous for closing on Black Friday to send a message that the outdoors matters more than sales.
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See all ads on AdLibrary →REI is the largest consumer cooperative in the US, founded in 1938 by mountaineers Lloyd and Mary Anderson. It sells outdoor gear, clothing, and footwear through 181 retail locations and a robust DTC platform, famous for the #OptOutside Black Friday campaign launched in 2015. Also searched as REI.
REI's advertising is distinguished by its values-first approach. The #OptOutside campaign — closing stores on Black Friday and encouraging customers to go outdoors — generated billions in earned media and became a defining moment in purpose-driven marketing. Their ads reflect a brand with deeply held outdoor values rather than retail promotion. Browse REI ads at adlibrary.com.
REI runs Facebook and Instagram campaigns targeting outdoor enthusiasts, hikers, climbers, cyclists, and campers aged 25–55. Creative features aspirational outdoor lifestyle photography across America's national parks and wilderness areas. Product campaigns highlight gear for specific activities. Member dividend campaigns drive co-op enrollment. REI's YouTube channel carries long-form 'how to' outdoor skill content that supports SEO and organic acquisition.
Core themes: outdoor belonging ('a life outdoors is a life well lived'), co-op values ('owned by our members, not shareholders'), and gear expertise ('recommended by outdoor experts'). #OptOutside campaigns have their own annual moment with a distinct anti-consumerism message. Seasonal campaigns align with hiking (spring/summer), skiing (winter), and camping gear (spring). Copy tone is passionate, community-oriented, and authentically outdoorsy.
REI's #OptOutside campaign is the gold standard of purpose-driven brand marketing. By taking a stance that was genuinely counter to their short-term financial interest (closing on the biggest retail day of the year), they demonstrated value authenticity at scale. The lesson: in crowded retail markets, genuine acts — not just stated values — are what build the brand trust that sustains long-term customer relationships and earned media.
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