Protect Our Winters (POW), the leading climate advocacy non-profit for the outdoor recreation community, has officially unveiled its 2024 holiday collection. This year’s release features a strategic array of collaborations with prominent "Brand Alliance Partners," alongside an expanded line of internal merchandise. The initiative aims to leverage the significant consumer spending of the winter season to fund systemic climate solutions and policy advocacy. By partnering with industry leaders in footwear, brewing, technical gear, and apparel, POW is facilitating a "give-back" model where a portion of proceeds from specialized gear directly supports the organization’s mission to protect mountain landscapes and seasonal climates.
The 2024 collection arrives at a critical juncture for the outdoor industry. According to the most recent data from the U.S. Bureau of Economic Analysis (BEA), the outdoor recreation economy accounts for $1.1 trillion in gross economic output and supports nearly five million jobs. However, this sector faces existential threats from rising global temperatures. Recent studies from the Climate Central research group indicate that the winter season is the fastest-warming season for much of the United States, particularly in the Northeast and the Great Lakes regions, where many of POW’s community members reside.
The 2024 Collaborative Gear Highlights
The centerpiece of the holiday launch is a series of limited-edition products designed by members of the POW Creative Alliance. These collaborations merge technical performance with artistic expressions of environmental stewardship.
POW x KEEN Whyser Slip-On
The footwear collaboration with KEEN features the Whyser slip-on, showcasing artwork by Max Romey. Romey, a renowned artist and climate activist, utilized a unique process involving Alaskan snowflakes to create the "Glacier Blue" aesthetic. The product serves as a mobile billboard for the movement, intended to spark conversations about glacial recession and snowpack preservation.
POW x Best Day Brewing: Dark Diamond NA
Reflecting the growing trend of health-conscious "après-ski" culture, POW partnered with Best Day Brewing to release the Dark Diamond non-alcoholic beer. The packaging features artwork by Hannah Eddy, a member of the POW Creative Alliance known for her vibrant, nature-inspired illustrations. The collaboration is championed by POW founder and professional snowboarder Jeremy Jones, who serves as an ambassador for the non-alcoholic brand.
POW x Fishpond Thunderhead Grande Submersible Duffel
For high-end technical gear, the collaboration with Fishpond offers a 100-liter waterproof storage solution. The Thunderhead Duffel is built for extreme environments, featuring TIZIP submersible zippers and rugged construction. Notably, 50% of every purchase of this specific model is donated directly to POW, representing one of the most significant margin-share agreements in the 2024 collection.
Technical Accessories: Skida, HydraPak, and Stoke Tracks
The collection includes several smaller technical items designed for the backcountry. The Skida x POW Alpine Hat utilizes a cyanotype print created by athlete Noah Dines using plants gathered from Vermont trails. Dines, who recently set records for the most vertical feet skied in a single year, represents the intersection of elite performance and climate concern. Additionally, the HydraPak Stow Bottle and Stoke Tracks Ski Pole Baskets emphasize sustainability; the latter are manufactured without microplastics, adhering to the "leave no trace" ethos.
The Evolution of Protect Our Winters: A Chronology of Impact
The 2024 holiday launch is the latest milestone in the organization’s nearly two-decade history of growth. To understand the significance of these partnerships, one must look at the trajectory of the organization since its inception.
- 2007: Professional snowboarder Jeremy Jones founds Protect Our Winters after witnessing firsthand the diminishing snowpack at ski resorts worldwide. The organization initially focuses on awareness within the snowboarding community.
- 2011: POW expands its scope to include the broader "Outdoor State," reaching out to skiers, climbers, trail runners, and mountain bikers.
- 2018: The organization shifts its primary focus toward systemic change, prioritizing non-partisan political advocacy and voter turnout in "mountain states."
- 2020: POW launches the "Common Ground" campaign, emphasizing that climate change is a non-partisan issue that affects the economic viability of rural mountain towns.
- 2023-2024: The Brand Alliance program matures, moving beyond simple logo placement to deep-tier product integration and substantial revenue-sharing models.
Economic and Scientific Context of the Movement
The push for climate-conscious consumerism is backed by sobering data regarding the future of winter sports. A report published in Current Issues in Tourism suggests that by 2050, more than half of the current ski resorts in the Northeast United States may no longer be economically viable due to shortened seasons and increased reliance on energy-intensive snowmaking.
Furthermore, the "Outdoor State" represents a massive voting bloc. POW estimates there are over 50 million people in the U.S. who identify as outdoor enthusiasts. If this group were a single state, it would be the most populous in the union. By channeling the economic power of this demographic through Brand Alliance partners, POW aims to influence policy at the federal and state levels, particularly concerning renewable energy transitions and public land protections.
Official Perspectives on Corporate Responsibility
While specific executive statements were not released alongside the product list, the involvement of major brands like Burton and KEEN reflects a broader shift in corporate Environmental, Social, and Governance (ESG) strategies. Burton, a B-Corp certified company, has integrated its "Reserve 2L Pant" into the POW holiday recommendations. These pants are manufactured with over 90% bluesign® approved materials, a standard that ensures the highest level of consumer safety and minimal environmental impact during production.
"The goal of these collaborations is to move beyond the individual carbon footprint and toward a collective cultural shift," a representative from the POW Creative Alliance noted during the project’s development. "When a consumer chooses a POW-branded product, they are not just buying a piece of gear; they are funding the lobbyists and the advocacy campaigns that fight for the survival of the industry itself."
Broader Impact and Policy Implications
The revenue generated from the 2024 holiday collection is earmarked for several key advocacy areas. These include:
- Grid Modernization: Advocating for federal policies that allow for the rapid integration of renewable energy into the national power grid.
- Public Land Protection: Supporting legislation that prevents oil and gas leasing on ecologically sensitive lands that serve as critical carbon sinks.
- Voter Education: Funding non-partisan campaigns that inform the outdoor community about the climate platforms of local and national candidates.
The inclusion of digital services, such as the AllTrails Annual Plus Membership, indicates POW’s recognition of the changing landscape of outdoor recreation. By providing tools for safe and informed exploration, POW fosters a deeper connection between the user and the land, which the organization believes is a prerequisite for environmental advocacy.
Conclusion: A Strategic Pivot in Seasonal Giving
The Protect Our Winters 2024 holiday collection represents a sophisticated evolution of the non-profit merchandise model. Rather than relying solely on donations, POW has embedded itself into the supply chain of the outdoor industry. From the Larissa Loden x Jessie Diggins jewelry collection—which leverages the star power of an Olympic gold medalist—to the workwear-inspired "POW Cord Button Up," the collection appeals to a wide demographic of ages and interests.
As the winter season begins, the success of this initiative will be measured not just in units sold, but in the sustained ability of POW to maintain its presence in Washington D.C. and state capitals. For the "Outdoor State," these products represent a tangible way to participate in a movement that seeks to ensure that the "stoke" of winter remains available for future generations. Through the convergence of art, athletics, and industry, Protect Our Winters is attempting to prove that the economic engine of the outdoor recreation economy can be the very tool used to save it.