One of the most successful social campaigns to date, REI’s #OptOutside, started when the co-op closed up on Black Friday, opting for the outdoors. Since that day, several years back, the hashtag has been used hundreds of millions of times.
This last holiday season, Sarah Herron and I partnered up with the co-op to #optoutside for Black Friday by exploring Canyonlands National Park. We stopped off at all the top spots, including Mesa Arch and the Grand View Overlook. We worked alongside the throngs of photographers – it was incredible to see how many people had also chosen to #optoutside – and visited some of my favorite secret getaways.
It was such an honor to have been selected to continue along with this groundbreaking campaign.