On Black Friday, 1,500 customers at Fjällräven’s U.S. stores will receive America the Beautiful National Park and Federal Recreation Lands Annual Passes. The brand’s 21 U.S. retail locations will open at 9 a.m. on November 29 and hand out the cards on a first-come, first-served basis. All locations are part of the promotion, but the number of passes may vary between stores. The promotion is limited to one per customer and does not require a minimum purchase.
Federal lands are supposed to be for everyone, but accessing them isn’t always cheap. The America the Beautiful Pass is $80 and covers entrance and day-use fees for one car and everyone in it at more than 2,000 national parks, monuments, seashores, and historical sites. Each pass is valid for 12 months.
“We’re always looking for ways to inspire people to walk with nature,” said Nathan Dopp, Fjällräven’s CEO of the Americas, citing the brand’s trekking events that take place in eight countries each year. He says that giving some of its customers free access to federal lands is the latest way the brand is encouraging people to spend time outdoors.
Fjällräven is in good company with its holiday-shopping outdoor initiative. REI started the trend in 2015 with its #OptOutside campaign, closing stores on Black Friday to encourage customers to spend the day in nature instead. It has continued the tradition every year since. Patagonia is matching all donations made through Patagonia Action Works, which connects people to environmental organizations they can donate to or volunteer with, starting this Black Friday and continuing through the end of the year. Miir is giving profits from the big shopping day to nonprofit partner Kula, which works with women in Rwanda.
Fjällräven’s initiative is different: it benefits both cause and customers. The promotion supports the National Park Service through the company’s purchase of 1,500 passes, as well as provides increases awareness and likely a boost in visitation. At the same time, it will give lucky recipients access to federal lands that otherwise doesn’t come cheap. “We just hope to get passes into the hands of people who will really appreciate them and use them,” Dopp said. “We all wish we could spend more time out there, and I think there is a barrier to entry. All kinds of demographics might really appreciate this access.”
The brand encourages customers who receive passes to post photos of enjoying the parks responsibly with the hashtag #natureiswaiting. This is the first year for the promotion, though Dopp said he hopes it will happen again next year—just in time for this year’s lucky customers to renew their passes.