The non-profit organization Protect Our Winters (POW) has officially unveiled its 2024-2025 seasonal lineup of brand collaborations and proprietary merchandise, marking a significant expansion of its "Brand Alliance" program. This strategic initiative integrates high-performance outdoor equipment with a direct-funding model for climate advocacy, targeting the "Outdoor State"—a demographic of approximately 50 million outdoor enthusiasts in the United States. By partnering with established industry leaders such as Burton, KEEN, and YETI, the organization aims to convert consumer holiday spending into a catalyst for systemic policy change and environmental protection.
The release comes at a critical juncture for the outdoor industry, which, according to the U.S. Bureau of Economic Analysis (BEA), contributes over $1.1 trillion to the national economy. As climate change continues to shorten winter seasons and reduce snowpack across North America, POW’s latest campaign emphasizes the economic and cultural necessity of preserving alpine environments. The current collection features a diverse array of products, ranging from technical apparel and durable equipment to lifestyle goods, each designed to raise both funds and awareness for the organization’s lobbying and educational efforts.
The Evolution of the Brand Alliance Model
Founded in 2007 by professional snowboarder Jeremy Jones, Protect Our Winters has evolved from a niche grassroots movement into a formidable political force. The organization’s strategy has shifted over the last decade from focusing on individual carbon footprints to advocating for large-scale systemic transitions in energy and land-use policy. The 2024-2025 gift guide represents the culmination of this evolution, utilizing product collaborations as a medium for storytelling and political mobilization.
The chronology of these partnerships reveals a growing sophistication in how outdoor brands approach corporate social responsibility. Early collaborations often featured simple logo placements; however, the current roster showcases deep integration, involving members of the POW Creative Alliance and Athlete Alliance in the design process. This ensures that each product reflects the specific environmental values of the community it serves.
Technical Apparel and Footwear Innovations
A centerpiece of the new collection is the POW x KEEN Whyser, a slip-on shoe that blends utility with artistic advocacy. The footwear features original artwork by Max Romey, an artist and climate activist known for his watercolor depictions of Alaskan landscapes. Notably, Romey utilized Alaskan snowflakes in the painting process, creating a literal connection between the product and the environment it seeks to protect. This collaboration highlights a broader trend in the industry toward "functional storytelling," where the aesthetic of the gear serves as a conversation starter regarding climate impacts.
In the realm of technical outerwear, the partnership with Burton Snowboards continues to set industry standards. The Burton Reserve 2L Pant, featured in this season’s guide, is constructed from more than 90% bluesign® approved materials. The bluesign® system is a rigorous international standard that tracks the path of textiles throughout the manufacturing process, ensuring that chemicals, processes, and materials are safe for the environment and workers. Burton’s 13-year partnership with bluesign® underscores a long-term commitment to reducing the environmental footprint of the very gear used to explore the mountains.
High-Impact Equipment and Philanthropic Margins
The financial structure of these collaborations varies, but several partners have committed to exceptionally high donation rates. The POW x Fishpond Thunderhead Grande Submersible Duffel, a 100-liter waterproof gear bag designed for extreme expeditions, offers a 50% give-back rate. For every purchase made, half of the proceeds are funneled directly into POW’s community-powered climate advocacy programs. This high-margin donation model is also mirrored in the Larissa Loden x Jessie Diggins jewelry collection. Diggins, a gold-medal-winning Olympic Nordic skier and POW Board member, co-designed a line of chic accessories where 50% of sales support the organization’s mission.
Other technical partners focus on specific environmental issues, such as the reduction of microplastics. Stoke Tracks has introduced ski pole baskets inspired by animal tracks, manufactured specifically to avoid the shedding of microplastics into the snowpack—a growing concern for alpine water sheds. Similarly, the POW x HydraPak Stow Bottle emphasizes durability and packability to reduce the reliance on single-use plastics during backcountry travel.
Integrating Lifestyle and Wellness into Advocacy
The 2024-2025 collection also reflects the shifting cultural landscape of the outdoor community, particularly the rise of the "sober-curious" movement and health-conscious après-ski culture. POW’s collaboration with Best Day Brewing has produced the "Dark Diamond" non-alcoholic beer. Featuring artwork by Hannah Eddy, a member of the POW Creative Alliance, and endorsed by founder Jeremy Jones, the product targets the social aspects of outdoor sports. Industry analysts note that the non-alcoholic craft beer market has seen double-digit growth, and by entering this space, POW is engaging with a broader demographic of health-oriented athletes.
Nutrition and hydration remain core components of the outdoor experience. The POW x Gnarly Nutrition Mint Mocha Whey protein supplement provides a climate-conscious option for post-activity recovery. By aligning with nutrition brands, POW integrates climate awareness into the daily routines of athletes, moving advocacy beyond the trailhead and into the kitchen.
Digital Tools and Accessibility
Recognizing that advocacy requires an informed and active community, the gift guide includes a partnership with AllTrails. The AllTrails Annual Plus Membership is positioned as a tool for responsible exploration, offering offline maps and 3D previews to ensure safety and environmental stewardship on the trails. This inclusion highlights POW’s broader goal of making the outdoors accessible and navigable for the next generation of "climate protectors."
For younger audiences, the POW Kids Logo Tee serves as an entry point into the movement. According to Ollie Bowen, POW’s Digital Marketing Coordinator, the goal is to "spark conversations early and inspire climate protectors of the future." The use of soft, durable cotton and bold designs is intended to make advocacy a natural part of a child’s outdoor identity.
Supporting Data and the Economic Case for Action
The push for climate advocacy through gear sales is supported by compelling economic data. The Outdoor Industry Association (OIA) reports that the outdoor recreation economy supports 5 million jobs in the United States. However, recent data from the National Oceanic and Atmospheric Administration (NOAA) indicates that winter temperatures in the contiguous U.S. have risen by nearly 3 degrees Fahrenheit since 1970. This warming trend directly threatens the viability of ski resorts and the secondary economies of mountain towns.
By purchasing "give-back" gear, consumers are effectively funding the legal and political defense of their own recreational spaces. POW’s internal reports suggest that the funds raised through these collaborations are utilized for non-partisan voter turnout campaigns, briefings with federal legislators, and the promotion of renewable energy transitions in outdoor-dependent states like Colorado, Utah, and Vermont.
Broader Impact and Industry Implications
The 2024-2025 seasonal launch represents more than just a retail event; it is a manifestation of "conscious capitalism" within the outdoor sector. Industry experts suggest that these collaborations force brands to scrutinize their own supply chains and environmental impacts to meet the standards required for a POW partnership. This creates a "race to the top," where sustainability becomes a competitive advantage rather than a secondary concern.
Furthermore, the involvement of the Creative Alliance—including artists like Joseph Toney, whose work appears on the POW x Arcade Collab Belt—ensures that the movement remains culturally relevant. Toney’s art, which captures the geometric beauty of mountain landscapes, serves as a visual reminder of what is at stake.
As the winter season commences, the success of this collection will be measured not only in units sold but in the subsequent increase in political engagement. Protect Our Winters continues to assert that while individual actions like recycling and choosing sustainable gear are important, the primary goal of the "Outdoor State" must be to influence systemic policy. The 2024-2025 gift guide provides the community with the tools to fund that fight, one piece of gear at a time.
In conclusion, the strategic alignment between POW and its Brand Alliance partners demonstrates a sophisticated model for non-profit funding. By leveraging the $1.1 trillion outdoor economy, Protect Our Winters is ensuring that the passion for outdoor recreation is translated into a powerful, well-funded voice for climate action at the highest levels of government. Through technical innovation, artistic collaboration, and high-impact philanthropy, the organization remains a pivotal player in the effort to safeguard the future of the winter season.