.png)
REI, the outdoor retailer renowned for its successful OptOutside campaign, has announced that it will review its US PR business. The company launched a comprehensive review process earlier this year, inviting participation from over a dozen agencies. Sources revealed that REI aims to select an agency by mid-2024 to handle national brand awareness and earned media work in the US, with an estimated contract value of $10 to $14 million.
Despite repeated requests, REI did not provide a statement regarding the review. However, it is known that Edelman, the agency behind REI’s award-winning Black Friday OptOutside campaign, has been the company’s PR partner. This campaign received industry recognition such as SABREs and a Cannes Lions Grand Prix in 2016.
The decision to review their PR business comes after a challenging year for REI in 2023, during which the company experienced a revenue decline of $311 million to $3.76 billion. This financial setback resulted in multiple rounds of layoffs, affecting hundreds of employees. In a letter to employees in January, CEO Eric Artz mentioned expectations for continued difficulties in 2024.
Established in 1938 by a group of climbers, REI has grown to employ over 16,000 individuals and operates 181 locations across the US. The retail chain functions as a cooperative owned by its 23 million members, reflecting its commitment to promoting outdoor activities and community engagement.
