What unique marketing strategy did REI implement with its 'Opt Outside' campaign that went against traditional retail geography norms?

In 2015, outdoor retailer REI launched a revolutionary marketing campaign that tied directly to geography and physical spaces. The campaign challenged conventional retail wisdom about one of the biggest shopping days of the year and created a powerful brand statement about REI's values and connection to natural environments. This campaign has since become a case study in values-based marketing that leverages geographic identity.

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They closed all stores on Black Friday and paid employees to spend time outdoors instead of working
They opened new stores exclusively in national parks and wilderness areas
They eliminated their e-commerce platform to focus solely on in-store experiences
They implemented surge pricing based on proximity to popular hiking trails