In recent years, REI has faced financial challenges, with a 2.4% decrease in revenue of $311 million in 2023. This decline resulted in several rounds of layoffs that left hundreds of employees without jobs. Despite these challenges, the outdoor retailer is taking proactive steps to improve its public relations (PR) strategy.

According to PRovoke Media, REI has initiated a comprehensive PR review and invited more than a dozen agencies to participate in the initial round. The company aims to select an agency by mid-2024 to handle US national brand awareness and earned media work, with the contract estimated to be valued between $10 million and $14 million.

In the past, REI has collaborated with Edelman for its high-profile Black Friday OptOutside campaign, which received numerous industry awards, including SABREs and a Cannes Lions Grand Prix in 2016. However, the company has not responded to requests for comment about the PR review.

The decision for the PR review comes after REI’s iconic OptOutside campaign encouraged employees and customers to spend Black Friday outdoors instead of shopping by closing its stores for the day. The campaign was successful and received industry recognition, but it is unclear what led REI to initiate a PR review at this time.