Which bold retail strategy did REI implement that went against traditional Black Friday practices and reinforced its outdoor-focused brand identity?

REI (Recreational Equipment, Inc.) is known for its innovative approach to retail customer experience that connects with geographic and environmental values. The outdoor retailer has implemented various strategies that reflect its commitment to both customers and the planet. Test your knowledge about one of REI's most talked-about retail decisions that shook the industry and reinforced its brand identity.

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#OptOutside campaign, closing all stores on Black Friday and paying employees to spend time outdoors instead
The Trailhead program, offering customers free local hiking guides with any purchase over $50
Geomapped loyalty program that rewards customers for visiting national parks and logging their trips
Regional pricing strategy that adjusts product costs based on proximity to popular outdoor recreation areas