As the winter season approaches, the non-profit organization Protect Our Winters (POW) has officially released its annual holiday collaborative collection, a strategic initiative designed to merge consumer engagement with climate advocacy. The 2024 rollout features a diverse range of technical outdoor gear, apparel, and lifestyle products developed in partnership with leading brands and members of the POW Creative Alliance. This initiative arrives at a critical juncture for the outdoor recreation industry, which contributes an estimated $1.1 trillion to the U.S. economy annually but faces unprecedented threats from rising global temperatures and diminishing snowpacks.
The primary objective of the collection is twofold: to provide high-performance gear for outdoor enthusiasts and to generate significant funding for POW’s non-partisan climate policy work. By leveraging "Brand Alliance Partners," POW ensures that a portion of proceeds—ranging from fixed dollar amounts to 50% of retail prices—is funneled directly into community-powered advocacy efforts. This model reflects a growing trend in "conscious consumerism," where outdoor brands align their corporate social responsibility goals with the specific environmental concerns of their customer base.
The Climate Context: Economic and Environmental Stakes
The release of this collection is framed by sobering data regarding the future of winter sports. According to a 2024 report by the United Nations Environment Programme and various meteorological studies, the length of the winter season in the Northern Hemisphere has shortened significantly over the last five decades. In the Western United States, snowpack levels have declined by nearly 20% since 1955, a trend that threatens not only the ski industry but also the multi-billion-dollar water management systems that rely on seasonal melt.
Protect Our Winters, founded in 2007 by professional snowboarder Jeremy Jones, has evolved from a grassroots movement into a sophisticated lobbying and advocacy powerhouse. The organization focuses on mobilizing "The Outdoor State"—the roughly 50 million people who identify as outdoor enthusiasts—to influence policy at the state and federal levels. The funds raised from this holiday collection are earmarked for voter education, clean energy transitions, and the protection of public lands.
Technical Innovations and Sustainable Manufacturing
A cornerstone of the 2024 collection is the emphasis on sustainable manufacturing and technical durability. Leading the technical category is the Burton Reserve 2L Pant. These trousers are constructed with DRYRIDE™ 2-layer 100% recycled polyester and utilize over 90% bluesign® approved materials. The bluesign® certification indicates that the product was manufactured with the lowest possible impact on people and the environment, a standard Burton has maintained through a 13-year partnership with the certifying body.
Similarly, the POW x Fishpond Thunderhead Grande Submersible Duffel represents a high-water mark for expedition-grade gear. Built for river trips and backcountry travel, the 100-liter bag is fully waterproof and constructed from rugged, adventure-ready materials. In a significant philanthropic commitment, Fishpond has pledged 50% of every purchase to POW. This level of contribution highlights the deep integration between brand partners and POW’s mission, moving beyond traditional marketing to direct financial support for climate action.
Addressing the issue of microplastics in the environment, the collaboration with Stoke Tracks introduces ski pole baskets inspired by animal tracks. Unlike traditional plastic baskets that can crack and leave debris in the snow, these are designed for sustainability and longevity, adhering to the "leave no trace" ethos while allowing skiers to leave a unique aesthetic mark on the mountain.
The Creative Alliance: Art as Advocacy
The 2024 collection heavily features the work of the POW Creative Alliance, a group of artists, photographers, and filmmakers who use their medium to communicate the urgency of the climate crisis. Max Romey, an Alaskan artist and climate activist, provided the artwork for the POW x KEEN Whyser slip-on shoe. Romey’s design incorporates elements of Alaskan snowflakes, creating a visual connection between the wearer and the disappearing landscapes POW seeks to protect.
Joseph Toney, another Creative Alliance member, contributed intricate mountain-inspired artwork to the POW x Arcade Collab Belt. This product serves as a functional piece of gear—stretchy, TSA-compliant, and durable—while acting as a conversation starter regarding mountain conservation. Similarly, the Skida x POW Alpine Hat features a cyanotype print created by Noah Dines using plants gathered from Vermont trails. This "place-based" art emphasizes the specific local ecosystems at risk due to shifting climate patterns.
Lifestyle, Wellness, and the New Après-Ski
The collection also reflects broader shifts in outdoor culture, particularly the rise of the wellness movement and non-alcoholic alternatives. The POW x Best Day Brewing "Dark Diamond" NA beer caters to the growing demographic of "sober-curious" athletes who prioritize recovery and performance. Featuring artwork by Hannah Eddy and endorsed by POW founder Jeremy Jones, the collaboration taps into the $13 billion global non-alcoholic beer market, which is projected to grow significantly as consumers seek healthier lifestyle choices.
Nutrition is further addressed through the POW x Gnarly Nutrition Mint Mocha Whey. This high-protein supplement is designed for post-activity recovery, ensuring that athletes can maintain the physical stamina required for consecutive days in the backcountry. On the hydration front, the HydraPak Stow Bottle and the POW x YETI Flask offer durable, reusable alternatives to single-use plastics, with the HydraPak partnership contributing $2 from every sale to climate advocacy.
Chronology of Advocacy: POW’s Evolution
The launch of this collection is part of a broader timeline of strategic growth for Protect Our Winters:
- 2007: Founded by Jeremy Jones to bridge the gap between the outdoor community and climate policy.
- 2011: POW conducts its first "Lobby Day" in Washington D.C., bringing professional athletes to meet with lawmakers.
- 2018: Launch of the "POW Action Fund," a 501(c)(4) arm designed to engage more directly in political advocacy and legislative lobbying.
- 2020: Expansion of the "Creative Alliance," recognizing that cultural influence is as vital as scientific data in the climate fight.
- 2024: Rollout of the most comprehensive collaborative gift guide to date, emphasizing technical gear and high-margin givebacks.
Official Responses and Industry Impact
While specific sales targets for the 2024 collection have not been publicly disclosed, industry analysts suggest that such collaborations are vital for brand loyalty. "The modern outdoor consumer is no longer just looking for a jacket that keeps them warm; they are looking for a brand that shares their values," says Sarah Thompson, a consultant in sustainable retail. "By partnering with POW, brands like KEEN, Burton, and YETI are essentially providing a ‘seal of approval’ for the environmentally conscious buyer."
Jessie Diggins, an Olympic gold medalist, POW Board member, and Athlete Alliance member, recently highlighted the importance of these partnerships through her jewelry collaboration with Larissa Loden. "These pieces aren’t just a style statement—they’re a stand for protecting the places we love," Diggins stated. With 50% of the proceeds from her collection supporting POW, the initiative demonstrates how high-profile athletes can leverage their personal brands for systemic change.
Broader Implications for the Outdoor Industry
The success of the POW holiday collection serves as a blueprint for how the outdoor industry might navigate the "climate-constrained" future. As traditional winter seasons become more volatile, the industry must pivot from a purely extractive economic model to one that actively reinvests in the preservation of its primary resource: the natural environment.
Furthermore, the inclusion of digital tools like the AllTrails Annual Plus Membership in the gift guide suggests a move toward holistic mountain safety and education. By providing tools for offline navigation and 3D trail previews, POW and its partners are encouraging safer, more informed engagement with the outdoors, which in turn fosters a deeper sense of stewardship among users.
In conclusion, the 2024 Protect Our Winters holiday collection is more than a seasonal marketing campaign; it is a sophisticated mechanism for funding the defense of the winter season. Through technical innovation, artistic collaboration, and strategic brand alignment, POW is demonstrating that the outdoor community has the economic power and the political will to influence the trajectory of global climate policy. As consumers "fuel their stoke" with this new gear, they are simultaneously fueling a movement dedicated to ensuring that future generations can experience the same snowy landscapes that define the outdoor experience today.