Protect Our Winters (POW), the leading climate advocacy non-profit for the outdoor sports community, has officially unveiled its 2024 seasonal retail and brand alliance campaign. This multi-faceted initiative integrates a diverse array of limited-edition product collaborations with top-tier outdoor gear manufacturers, designed to convert consumer holiday spending into direct financial support for climate policy advocacy. By leveraging partnerships with global brands such as Burton, KEEN, and YETI, the organization aims to mobilize the "Outdoor State"—a demographic representing over 128 million Americans who participate in outdoor recreation—to fund systemic solutions to the climate crisis.
The campaign arrives at a critical juncture for the winter sports industry, which faces increasing economic volatility due to receding snowlines and shorter winter seasons. According to data from the National Ski Areas Association (NSAA), the outdoor recreation economy contributes approximately $1.1 trillion to the U.S. Gross Domestic Product (GDP). However, research published in Current Issues in Tourism suggests that by 2050, more than half of the ski resorts in the Northeast United States may no longer be economically viable without significant carbon mitigation. POW’s latest initiative seeks to address these long-term threats by funding non-partisan lobbying efforts, community organizing, and educational campaigns aimed at accelerating the transition to renewable energy.
A Strategic Model for Climate Finance
The 2024 collaboration portfolio showcases a sophisticated "commerce-for-cause" model, where a significant portion of proceeds—in some cases up to 50%—is earmarked for POW’s advocacy programs. This strategy allows the organization to diversify its revenue streams beyond traditional grants and individual donations, creating a self-sustaining ecosystem of support within the outdoor industry.
Among the cornerstone releases is the POW x KEEN Whyser, a slip-on shoe featuring artwork by Max Romey, a prominent member of the POW Creative Alliance. The design utilized a unique process involving Alaskan snowflakes to create watercolor patterns, symbolizing the fragile nature of the environments the organization seeks to protect. Similarly, the partnership with Fishpond features the Thunderhead Grande Submersible Duffel, a high-capacity waterproof gear bag. Notably, 50% of the revenue from this specific collaboration is donated directly to POW, representing one of the highest margin-sharing agreements in the seasonal lineup.
The integration of professional athletes and artists remains a central pillar of the POW strategy. The Larissa Loden x Jessie Diggins jewelry collection, featuring Olympic gold medalist and POW Board member Jessie Diggins, serves as a bridge between high-performance sports and lifestyle retail. This collection also allocates 50% of its proceeds to climate mission support, demonstrating how athlete-driven brands can influence consumer behavior toward environmental philanthropy.
Product Innovation and Sustainable Manufacturing Standards
Beyond fundraising, the 2024 campaign emphasizes the importance of sustainable manufacturing and the reduction of environmental footprints within the supply chain. Several products in the collection are highlighted for their adherence to rigorous environmental standards, such as bluesign® certification and the elimination of microplastics.
The Burton Reserve 2L Pant is a primary example of this focus. Constructed with DRYRIDE™ two-layer 100% recycled polyester, the garment is composed of over 90% bluesign® approved materials. The bluesign® system ensures that textile products are manufactured with the lowest possible impact on people and the environment, strictly regulating chemical usage and resource efficiency.
In a specialized effort to address the issue of microplastics in alpine environments, POW has partnered with Stoke Tracks to produce ski pole baskets. Unlike traditional plastic baskets that can chip and leave synthetic debris in the snowpack, these baskets are designed with sustainability at the forefront, encouraging a "leave no trace" ethos even in the equipment used for downhill and backcountry skiing.
Expanding the Scope: Nutrition, Tech, and Accessories
The 2024 campaign extends into the digital and nutritional sectors, recognizing that climate advocacy requires engagement across all facets of the outdoor experience.
- Digital Integration: The AllTrails Annual Plus Membership offer provides adventurers with offline maps and 3D trail previews. By including tech-based services, POW reaches a broader demographic of hikers and trail runners who may not identify primarily as winter athletes but share the same concerns regarding land conservation and warming temperatures.
- Nutritional Support: The POW x Gnarly Nutrition Mint Mocha Whey protein supplement introduces climate action into the daily wellness routines of athletes. This partnership highlights the trend of "conscious consumption" in the $50 billion global sports nutrition market.
- Hydration and Utility: Collaborations with HydraPak (Stow Bottle) and YETI (7oz Flask) provide durable, reusable alternatives to single-use plastics. The HydraPak partnership includes a $2 per-unit donation, reinforcing the incremental impact of high-volume accessory sales.
The Role of the Creative Alliance
Central to the aesthetic and messaging of the campaign is the POW Creative Alliance, a group of artists, photographers, and filmmakers dedicated to communicating the climate crisis through visual storytelling. The 2024 merchandise features work from several key members:
- Max Romey: Provided the watercolor snowflake designs for the KEEN footwear collaboration.
- Hannah Eddy: Contributed the artwork for the Best Day Brewing Dark Diamond non-alcoholic beer, targeting the growing "sober-curious" and wellness-focused segment of the outdoor community.
- Joseph Toney: His mountain-inspired linework is featured on the POW x Arcade Collab Belt, a functional accessory designed for durability and ease of travel.
- Noah Dines: Collaborated with Skida to create a cyanotype print for the Alpine Hat, using plants gathered from Vermont trails to create a literal representation of the local landscapes at risk.
Chronology of Advocacy and Organizational Growth
Founded in 2007 by professional snowboarder Jeremy Jones, Protect Our Winters has evolved from a grassroots movement into a formidable political force. The organization’s timeline reflects a shift from simple awareness-raising to sophisticated policy intervention:
- 2007-2012: Initial focus on educating the snow sports community about receding glaciers and shrinking winters.
- 2013-2018: Expansion into the "Athlete Alliance," recruiting world-class professionals to testify before Congress and meet with lawmakers.
- 2019-Present: The launch of the "Outdoor State" campaign, focusing on voter turnout and bipartisan climate solutions. The 2024 seasonal campaign represents the latest iteration of this effort, using retail as a tool for community mobilization.
The organization’s strategy is increasingly focused on the "Clean Energy Transition." By targeting policy changes at the federal and state levels, POW seeks to modernize the electric grid and expand renewable energy capacity, which they identify as the most effective way to preserve winter seasons for future generations.
Industry Implications and Market Analysis
The collaboration between POW and major retail brands reflects a broader shift in the outdoor industry toward "Corporate Social Advocacy." Market analysts note that younger consumers, particularly Gen Z and Millennials, are increasingly prioritizing environmental values when making purchasing decisions. A report by NielsenIQ indicated that 78% of US consumers say that a sustainable lifestyle is important to them, and products with ESG (Environmental, Social, and Governance) claims have seen a 28% cumulative growth rate over the past five years.
By partnering with POW, brands like Burton and KEEN are not only contributing to a cause but are also aligning themselves with a highly engaged and loyal consumer base. This "affinity marketing" creates a win-win scenario where the non-profit receives essential funding, and the brand strengthens its reputation as a leader in corporate responsibility.
Official Perspectives on the Campaign
While official statements from every partner were not released simultaneously, the overarching sentiment from the POW leadership emphasizes the collective power of the outdoor community. Jeremy Jones, founder of POW, has frequently stated that the goal is not individual perfection in sustainability, but rather "systemic change" led by a united front of outdoor enthusiasts.
Representatives from the brand partners have echoed this necessity for collaboration. For instance, the partnership with Best Day Brewing highlights the intersection of lifestyle and advocacy, with spokespeople noting that the "hangover-free après" experience aligns with the high-performance, health-conscious values of climate activists.
Broader Impact: The Future of the Winter Economy
The success of the 2024 seasonal campaign will be measured not just in dollars raised, but in the growth of the POW movement. Every product sold acts as a "moving billboard" for climate action, sparking conversations at trailheads, ski lifts, and campsites.
As the climate continues to change, the outdoor industry’s role as an advocate becomes increasingly vital. The NSAA reports that winters are, on average, 34 days shorter than they were in the 1980s. For the mountain towns that rely on winter tourism, this is an existential threat. Protect Our Winters’ strategy of integrating advocacy into the fabric of the outdoor retail market provides a blueprint for how other industries might mobilize their customers to protect the resources—and the seasons—they love.
The 2024 campaign serves as a reminder that while the challenges of climate change are immense, the collective economic power of the outdoor community remains a potent tool for driving the transition toward a more sustainable and resilient future. Through these collaborations, POW ensures that the "stoke" of winter sports is directly linked to the serious work of environmental preservation.