Protect Our Winters (POW), the leading climate advocacy non-profit for the outdoor community, has officially unveiled its comprehensive 2024-2025 winter collection, featuring a strategic array of brand collaborations and original merchandise. The initiative, dubbed the "Brand Alliance Partners" program, seeks to bridge the gap between seasonal consumer spending and systemic climate action. By partnering with established outdoor industry leaders—ranging from footwear manufacturers to technical gear specialists—POW aims to divert a portion of holiday retail revenue toward legislative advocacy and environmental policy reform.
The release comes at a critical juncture for the outdoor recreation economy, which, according to the U.S. Bureau of Economic Analysis, recently reached a record $1.1 trillion in economic output. As the "Outdoor State"—a demographic of over 50 million enthusiasts—prepares for the winter season, POW is leveraging its influence to ensure that gear purchases translate into tangible support for carbon neutrality and public land protection.
Strategic Context: The Growth of Purpose-Driven Outdoor Retail
Since its founding in 2007 by professional snowboarder Jeremy Jones, Protect Our Winters has evolved from a grassroots movement into a sophisticated political and cultural force. The 2024-2025 collaboration strategy reflects a shift toward "purpose-driven consumerism," where technical performance is matched by ethical manufacturing and direct-action funding.
The current campaign features a diverse portfolio of products, many of which utilize the POW Creative Alliance—a group of artists and designers tasked with translating climate data and mountain aesthetics into commercial art. This year’s lineup includes high-performance apparel, technical hardware, and lifestyle products, all designed to fund the organization’s efforts to transition the United States to renewable energy and protect high-alpine ecosystems.
Technical Footwear and Apparel: Marrying Performance with Activism
A centerpiece of the seasonal collection is the POW x KEEN Whyser slip-on shoe. This collaboration features artwork by Max Romey, a renowned artist and climate activist. The design process for the Whyser included a unique methodology where Romey utilized Alaskan snowflakes to create watercolor patterns, symbolizing the fragility of the cryosphere. From a technical standpoint, the shoe serves as a lifestyle staple for outdoor enthusiasts, designed to facilitate movement while serving as a conversational piece for climate advocacy.
In the realm of technical outerwear, the partnership with Burton Snowboards continues to set industry standards for sustainability. The Burton Reserve 2L Pant, highlighted in this season’s guide, is constructed using over 90% bluesign® approved materials. The bluesign® certification ensures that the textiles were manufactured with the lowest possible impact on people and the environment, specifically regarding chemical usage and water conservation. The pants utilize DRYRIDE™ 2-layer 100% recycled polyester, offering 15,000mm waterproof protection—a necessity for the increasingly volatile winter conditions seen in North American resorts.
Furthering the apparel line is the POW Cord Button Up, a workwear-inspired garment designed for longevity. Made from 100% heavyweight cotton corduroy, the piece emphasizes the "slow fashion" movement, encouraging consumers to invest in durable goods that require less frequent replacement.
Technical Gear and Expedition Hardware
The 2024-2025 collection places a heavy emphasis on high-durability gear for backcountry expeditions. The POW x Fishpond Thunderhead Grande Submersible Duffel represents one of the most significant financial contributors to the campaign, with 50% of every purchase price donated directly to POW. The 100-liter duffel is engineered for extreme environments, featuring TIZIP® waterproof zippers and a rugged construction suitable for river expeditions and high-altitude travel.
Innovations in hardware are also present in the POW x Stoke Tracks Ski Pole Baskets. Unlike traditional plastic baskets that can contribute to microplastic pollution in sensitive alpine watersheds, Stoke Tracks utilizes more sustainable materials and designs inspired by animal tracks. This collaboration highlights a growing trend in the industry to address the environmental footprint of even the smallest gear components.
Hydration and accessory partnerships include the POW x HydraPak Stow Bottle and the POW x Yeti Flask. The HydraPak collaboration contributes $2 from every sale to climate advocacy, while the Yeti flask is constructed from 18/8 stainless steel, designed to withstand the rigors of trailhead culture and backcountry camping.
The Intersection of Wellness, Art, and Advocacy
Protect Our Winters has expanded its reach into the beverage and nutrition sectors, recognizing that climate advocacy extends to the "après-ski" culture. The Dark Diamond NA beer, a collaboration with Best Day Brewing, offers a non-alcoholic option for athletes. The product features artwork by Hannah Eddy and is championed by POW founder Jeremy Jones.
In the nutrition sector, the POW x Gnarly Nutrition Mint Mocha Whey provides a high-protein supplement designed for recovery after strenuous mountain activities. This partnership emphasizes the importance of supporting brands that prioritize climate action within their corporate social responsibility (CSR) frameworks.
Jewelry and lifestyle accessories also play a role in the 2024-2025 strategy. The Larissa Loden x Jessie Diggins collection features earrings, hair clips, and rings co-designed by the Olympic gold medalist and POW Board member. With 50% of proceeds supporting POW, this collaboration targets a broader lifestyle demographic, proving that climate advocacy can be integrated into diverse market segments.
Digital Integration and Data-Driven Exploration
Recognizing that modern advocacy often begins with digital tools, POW has highlighted its partnership with AllTrails. The AllTrails Annual Plus Membership is positioned as a gateway for enthusiasts to engage more deeply with public lands. By providing offline maps, 3D previews, and real-time alerts, the platform encourages safe and responsible exploration. This partnership aligns with POW’s goal of creating a more informed and connected "Outdoor State," capable of mobilizing for policy changes that protect the very trails documented on the app.
Chronology of the 2024-2025 Campaign
The rollout of these collaborations followed a structured timeline designed to maximize impact during the fourth-quarter retail surge:
- September – October 2024: Finalization of "Creative Alliance" designs and manufacturing of limited-edition goods.
- November 2024: Soft launch of the "Gift-Giving Season" guide to POW’s internal membership of "Team POW" advocates.
- December 2024: Full public release of the collaboration catalog, synchronized with international climate discussions (COP29) to highlight the link between consumer action and global policy.
- January – February 2025: On-snow activations at major ski resorts to showcase the gear in its intended environment and recruit new members to the advocacy movement.
Statements and Reactions from the Industry
Industry analysts suggest that POW’s model of brand alliance is becoming a blueprint for non-profit sustainability. "The outdoor industry is uniquely positioned to lead on climate because its bottom line is directly tied to the health of the environment," noted a senior consultant in outdoor retail. "By partnering with POW, brands are not just ‘greenwashing’; they are providing the financial engine for the lobbying efforts required to save their own winters."
Representatives from partner brands have echoed this sentiment. A spokesperson for Fishpond noted that the 50% donation model for the Thunderhead Duffel was a deliberate choice to "put skin in the game," acknowledging that without aggressive climate action, the rivers and snowpacks their customers rely on could vanish within decades.
Analysis of Broader Implications
The 2024-2025 POW collection represents more than just a retail event; it is a manifestation of the "Green Macro-Trend" in global economics. As the effects of climate change—such as shorter ski seasons and increased wildfire activity—become more pronounced, the outdoor industry is shifting toward a more defensive and proactive stance.
POW’s strategy focuses on four key "levers" of change:
- Political Power: Using retail funds to support non-partisan lobbying for clean energy.
- Cultural Shift: Utilizing artists like Joseph Toney (Arcade Belts) and Kate Zessel (Gogglesoc) to make climate advocacy a core part of the outdoor identity.
- Corporate Accountability: Pushing partners like Burton and KEEN to improve their supply chains.
- Individual Agency: Providing a low-friction way for consumers to contribute to large-scale solutions.
By the conclusion of the 2024-2025 winter season, Protect Our Winters expects the revenue generated from these collaborations to significantly bolster its "Policy and Advocacy" fund. These resources are earmarked for state and federal campaigns aimed at accelerating the transition to a carbon-free economy and ensuring that the "Outdoor State" remains a formidable presence in the halls of government.
As the gift-giving season concludes, the focus will shift from the products themselves to the impact they facilitate. For POW, the success of the 2024-2025 collection will be measured not just in units sold, but in the legislative victories achieved and the preservation of the winter landscapes that define the outdoor experience.