REI's '#OptOutside' is a marketing campaign initiated by the outdoor retail company REI, encouraging people to spend time outdoors instead of shopping on Black Friday. The campaign, which started in 2015, promotes the idea of taking a break from consumerism and reconnecting with nature. By closing its stores on Black Friday and paying employees to spend the day outdoors, REI positioned itself as a brand that values experiences over purchases and aligns with the growing movement towards sustainability and mindfulness.
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