The winter of 2024 marks a pivotal moment for the outdoor industry as Protect Our Winters (POW) unveils its most comprehensive holiday collection to date, leveraging strategic brand alliances to fund large-scale climate advocacy. As the outdoor recreation economy continues to grow, reaching a record $1.1 trillion in economic output according to the U.S. Bureau of Economic Analysis, the intersection of consumer behavior and environmental stewardship has become a primary focus for non-profit organizations and their corporate partners. This season’s launch features a curated selection of technical gear, lifestyle apparel, and sustainable goods designed to channel retail revenue directly into legislative and community-driven climate solutions.
The Strategic Evolution of the Brand Alliance Program
Founded in 2007 by professional snowboarder Jeremy Jones, Protect Our Winters has spent nearly two decades evolving from a grassroots movement into a sophisticated advocacy powerhouse. The organization’s "Brand Alliance" program represents a shift in how non-profits interact with the private sector. Rather than relying solely on traditional donations, POW has established a revenue-sharing model where technical innovation meets artistic expression.
The 2024 holiday campaign is built on the concept of the "Outdoor State"—a demographic of more than 50 million outdoor enthusiasts who, if unified, would represent a significant political and economic voting bloc. By partnering with industry leaders such as Burton, KEEN, and Yeti, POW aims to transform standard holiday gift-giving into a form of "advocacy-led commerce." Each product in the collection serves a dual purpose: providing high-performance utility for the consumer and generating the necessary capital to support POW’s efforts in renewable energy transition and public land protection.
Technical Performance Gear and Sustainable Innovation
Central to the new collection are high-performance items that emphasize recycled materials and sustainable manufacturing processes. The Burton Reserve 2L Pant serves as a benchmark for this approach. Utilizing DRYRIDE™ 2-Layer 100% recycled polyester, the garment is produced through a process where 90% of the materials are bluesign® approved. This certification ensures that the textiles meet strict environmental and consumer safety standards, reflecting a decade-long partnership between Burton and bluesign to reduce the chemical footprint of mountain outerwear.
In the realm of footwear, the POW x KEEN Whyser slip-on highlights the organization’s "Creative Alliance." Featuring artwork by Alaskan artist and climate activist Max Romey, the shoe was designed using a unique process involving actual Alaskan snowflakes to influence the aesthetic patterns. This collaboration underscores a growing trend in the industry where technical footwear is used as a medium for environmental storytelling.
For heavy-duty expeditions, the POW x Fishpond Thunderhead Grande Submersible Duffel offers a significant contribution to the organization’s treasury. With 100 liters of waterproof storage and a rugged construction designed for river trips and backcountry travel, 50% of the proceeds from this specific item are directed to POW’s community-powered advocacy programs. This high percentage of revenue sharing is rare in the industry and highlights the commitment of Fishpond to the climate cause.
Artistic Collaborations and the Creative Alliance
The 2024 collection heavily features members of the POW Creative Alliance, a group of artists and makers who use their craft to visualize the impacts of climate change. The POW x Arcade Collab Belt features the work of Joseph Toney, whose mountain-inspired illustrations have become synonymous with modern outdoor culture. The belt itself is designed with high-stretch webbing and a TSA-compliant buckle, catering to the frequent-traveler lifestyle of the outdoor community.
Similarly, the Skida x POW Alpine Hat utilizes a cyanotype print created by athlete Noah Dines. The design was produced using plants gathered along Vermont trails, creating a literal and figurative connection to the landscapes the organization seeks to protect. These items are positioned as "entry-level" advocacy pieces, allowing consumers to support the movement at a lower price point while still contributing to the overall mission.
The integration of art into gear extends to the POW x Gogglesoc, featuring designs by Kate Zessel. This product, made from recycled plastic bottles, serves a functional role in lens protection while acting as a visible badge of support for climate action on the slopes.
Wellness, Nutrition, and the Rise of Mindful Après
A notable shift in the 2024 collection is the inclusion of wellness and non-alcoholic beverage options, reflecting broader cultural trends within the outdoor community. The POW x Best Day Brewing "Dark Diamond" NA beer represents a partnership aimed at the "hangover-free après" movement. Featuring artwork by Hannah Eddy and endorsed by POW founder Jeremy Jones, the collaboration taps into a market segment that prioritizes physical performance and mental clarity during winter excursions.
Nutrition also plays a role in the seasonal lineup through the POW x Gnarly Nutrition Mint Mocha Whey protein. By targeting the recovery phase of outdoor activity, POW and Gnarly Nutrition have created a product that supports the athlete’s body while the proceeds support the planet. This holistic approach to the "outdoor lifestyle" suggests that climate advocacy is not just about the gear one wears, but the fuel one consumes.
Data-Driven Advocacy: The Economic Impact of a Shortening Winter
The urgency behind these partnerships is supported by increasingly stark data regarding the health of the winter sports industry. A recent study published in Current Issues in Tourism suggests that by the 2050s, only a fraction of previous Winter Olympic venues will have enough natural snow to host the games. Furthermore, the National Ski Areas Association (NSAA) has noted that climate change is the primary long-term threat to the industry’s viability, affecting everything from season length to the cost of snowmaking.
By generating revenue through the holiday collection, POW funds its "Science Alliance" and "Athlete Alliance," which work together to present data-backed testimony to policymakers. The organization focuses on three main pillars:
- Clean Energy Transition: Accelerating the shift from fossil fuels to renewable energy sources.
- Carbon Pricing: Supporting policies that hold large-scale polluters financially accountable.
- Public Land Protection: Preserving the natural "carbon sinks" that help regulate the global climate.
Expanding the Digital and Accessory Ecosystem
Beyond physical apparel, the 2024 initiative includes digital tools and durable accessories. The AllTrails Annual Plus Membership is highlighted as a gift that encourages exploration through offline maps and 3D trail previews. As outdoor participation rates have surged since 2020, digital navigation tools have become essential for safety and environmental stewardship, helping hikers stay on marked trails to prevent erosion.
Durable goods like the POW x Yeti Flask and the POW x HydraPak Stow Bottle emphasize the reduction of single-use plastics. The HydraPak collaboration specifically includes a $2 donation for every bottle sold, contributing to a steady stream of micro-donations that supplement larger corporate grants. Even the smallest components of the ski kit have been reimagined, as seen with the POW x Stoke Tracks Ski Pole Baskets. These baskets are manufactured without microplastics and feature designs inspired by animal tracks, reinforcing the "leave no trace" ethos.
Leadership and Community Impact
The collection also highlights individual contributions from the POW Athlete Alliance. Professional Nordic skier and Olympic gold medalist Jessie Diggins has collaborated with jeweler Larissa Loden to create a collection of earrings and hair clips. With 50% of the proceeds benefiting POW, the collaboration bridges the gap between high-fashion aesthetics and rugged environmentalism. Diggins, who also serves on the POW Board of Directors, represents the "athlete-advocate" model that the organization has championed since its inception.
Ollie Bowen, POW’s Digital Marketing Coordinator, emphasized that the collection is about more than just aesthetics. "Whether climbing, camping, or snowboarding, we find grounding in the outdoors. These products are designed to keep the community connected to the movement every time they step outside," Bowen stated in the campaign’s supporting literature.
Conclusion: The Future of Purpose-Driven Commerce
As the 2024 holiday season progresses, the success of the POW collection will be measured not just in units sold, but in the advocacy milestones it enables. The organization’s ability to secure high-value partnerships with brands like Burton and KEEN demonstrates a maturing of the environmental movement within the private sector.
For the outdoor industry, these collaborations represent a necessary evolution. As climate change continues to disrupt traditional winter cycles, the economic survival of these brands is increasingly tied to the success of climate policy. By turning consumers into advocates through the products they choose, Protect Our Winters is attempting to build a sustainable financial engine that can match the scale of the environmental challenges ahead. The 2024 holiday collection is a testament to the power of the "Outdoor State" to influence the future of the planet through intentional and informed consumption.
