Скачать или смотреть Challenger Spotlight: REI's 'Opt Outside' campaign

Happy Thanksgiving everyone!

To celebrate this year, we are taking a look at an iconic Challenger brand that has consistently bucked the tradition of Black Friday.

This year marks the 10th year of REI’s #OptOutside initiative. Since 2015, REI has shut its doors on the busiest shopping day of the year and invited everyone to join in opting to spend time outside – choosing nature therapy, as opposed to retail therapy.

In our world of Challenger, this is a fantastic example of how breaking with the conventions of your category can make your core beliefs more visible — both to the outside world and ultimately within the company itself.

Here is Strategy Director Liston Pitman’s deep dive into 'Opt Outside' in our latest Challenger Spotlight.