The non-profit organization Protect Our Winters (POW) has officially unveiled its 2024 holiday collection, a strategic assembly of technical gear, apparel, and lifestyle products developed in coordination with more than a dozen Brand Alliance Partners. This year’s rollout represents a sophisticated evolution of the organization’s "Impact Spending" model, where retail transactions are leveraged to fund non-partisan climate policy advocacy, community organizing, and educational initiatives. By partnering with established outdoor industry leaders—including Burton, Keen, and Yeti—POW aims to capture a significant share of the seasonal gift-giving market while reinforcing the "Outdoor State," a demographic of outdoor enthusiasts that the organization identifies as a critical voting bloc for environmental legislation.
The Evolution of the Brand Alliance Strategy
Since its founding in 2007 by professional snowboarder Jeremy Jones, Protect Our Winters has transitioned from a niche advocacy group into a formidable political and cultural force within the $887 billion outdoor recreation economy. The 2024 holiday collection highlights the organization’s Creative Alliance, a collective of artists and athletes who translate complex climate data into accessible aesthetic designs. This year’s collaborations are characterized by a focus on durability, recycled materials, and high-margin "give-back" structures, where a substantial portion of proceeds—in some cases up to 50%—is funneled directly into POW’s advocacy coffers.
The timing of this release coincides with increasing economic pressure on the winter sports industry. Recent climate data indicates that the average winter season in the United States has shrunk by nearly a month since the 1970s, threatening the livelihoods of mountain communities and the viability of the gear manufacturers themselves. By aligning with POW, brands are not only engaging in corporate social responsibility (CSR) but are also investing in the long-term preservation of their primary market: the snow.
Technical Gear and Expedition Equipment
Central to the 2024 lineup is the POW x Fishpond Thunderhead Grande Submersible Duffel. Fishpond, a certified B-Corp known for its rugged fly-fishing and travel gear, has committed 50% of the purchase price of this limited-edition duffel to POW. The 100-liter bag is engineered for extreme environments, utilizing waterproof zippers and high-density recycled nylon. Industry analysts note that such a high percentage of revenue sharing is rare in the outdoor industry, signaling a deepening of the commitment between technical gear manufacturers and climate advocacy groups.
In the footwear category, the POW x KEEN Whyser slip-on offers a fusion of utility and activism. The shoe features artwork by Max Romey, an Alaskan artist and POW Creative Alliance member known for his watercolor depictions of melting glaciers. Romey famously utilizes actual snowflakes in his painting process, creating a literal connection between the environment and the product. This collaboration highlights a broader trend in the collection: the use of art to foster an emotional connection to landscapes that are currently under threat.
For the mountain-bound consumer, the Burton Reserve 2L Pant represents the high-performance end of the collection. These pants are manufactured using DRYRIDE™ 2-Layer 100% recycled polyester and are bluesign® approved, a certification indicating that the materials were produced with the lowest possible impact on people and the environment. Burton’s 13-year partnership with POW serves as a blueprint for how legacy brands can integrate climate advocacy into their core product lines.
Lifestyle and Wellness Collaborations
The 2024 collection also expands into the burgeoning non-alcoholic beverage and wellness sectors. The "Dark Diamond NA" beer, a collaboration with Best Day Brewing, features artwork by Hannah Eddy and is endorsed by Jeremy Jones. This partnership taps into the "sober-curious" movement within the outdoor community, offering a product tailored for the "après-ski" culture without the physiological downsides of alcohol.
Similarly, Gnarly Nutrition has introduced a Mint Mocha Whey protein supplement co-branded with POW. As outdoor athletes increasingly prioritize climate-conscious nutrition, these partnerships allow POW to maintain a presence in the daily routines of its supporters, extending the organization’s reach beyond the winter months.
In the accessories market, the collection includes:
- Arcade Belts: A stretch-webbing belt featuring mountain landscapes by artist Joseph Toney.
- Skida Alpine Hats: Utilizing a cyanotype printing process that incorporates local Vermont flora, developed in collaboration with athlete Noah Dines.
- Gogglesoc: Protective microfiber covers for ski goggles featuring designs by Kate Zessel.
- HydraPak Stow Bottles: Flexible, packable water bottles that contribute $2 per sale to climate advocacy.
- Larissa Loden Jewelry: A collection designed with Olympic gold medalist Jessie Diggins, with 50% of proceeds supporting POW.
Supporting Data: The Economic Impact of Climate Change on Winter Sports
The urgency behind these collaborations is underscored by a series of economic reports detailing the "Climate Gap" in the winter sports industry. According to a 2024 report by Global Warming’s Six Americas, outdoor enthusiasts are significantly more likely to support carbon pricing and renewable energy transitions than the general public. However, the economic impact of shortened seasons is already being felt.
In the United States, the ski industry contributes roughly $20 billion annually to the national economy. Research suggests that during low-snow years, the industry loses approximately $1 billion in revenue and more than 17,000 jobs. By purchasing "advocacy-integrated" gear, consumers are participating in a form of economic signaling, telling brands and policymakers that the protection of winter ecosystems is a top priority.
Chronology of POW’s Retail and Advocacy Integration
The path to the 2024 holiday collection began in the early 2010s when POW shifted from a traditional "merchandise" model—selling logo t-shirts—to a "partnership" model.
- 2007–2012: Focus on grassroots organizing and brand sponsorships.
- 2013: Launch of the first technical collaborations, proving that high-end gear could successfully carry a political message.
- 2018: Establishment of the Creative Alliance, bringing professional artists into the product development cycle.
- 2020–2023: Expansion into year-round activities (trail running, mountain biking) to combat the "seasonal" nature of climate interest.
- 2024: The most comprehensive holiday launch to date, spanning 15 major brand partners and a diverse array of product categories.
Broader Impact and Industry Implications
The 2024 holiday collection serves as a case study for the "circular advocacy" model. By creating products that are themselves more sustainable (using recycled materials and bluesign® standards), the partners reduce their own carbon footprints. By donating a portion of the profits to POW, they fund the systemic policy changes required to address the root causes of climate change.
"The goal is to move beyond simple charity," an internal POW marketing strategist noted in a recent brief. "We are building a sustainable funding mechanism for the most important fight of our lives. When a consumer buys a POW-branded flask or a pair of Burton bibs, they are essentially hiring a team of lobbyists and organizers to go to Washington D.C. on their behalf."
This shift toward mission-aligned commerce is likely to influence other sectors of the retail economy. As Gen Z and Millennial consumers—who now hold the majority of purchasing power in the outdoor space—continue to demand transparency and activism from the brands they support, the "POW model" of collaborative, impact-driven retail is expected to become the industry standard.
The inclusion of the AllTrails Annual Plus Membership in this year’s collection further indicates a move toward digital and service-based partnerships. This allows POW to reach hikers and trail runners who may not identify as "winter athletes" but who are equally impacted by the wildfires and droughts driven by the same climate trends affecting snowpack.
Conclusion: A Strategic Convergence of Commerce and Activism
The 2024 holiday collection from Protect Our Winters and its Brand Alliance Partners is more than a seasonal marketing campaign; it is a sophisticated mobilization of the outdoor industry’s economic power. By curating a selection of high-quality, artistically driven, and technically proficient gear, POW has created a platform for consumers to convert their holiday spending into tangible climate action. As the winter sports community faces an increasingly uncertain future, these strategic partnerships offer a roadmap for how the private sector and non-profit organizations can collaborate to protect the natural world that sustains them.
