The intersection of consumer behavior and environmental activism has reached a new milestone this winter season as Protect Our Winters (POW) unveils its most comprehensive "Brand Alliance" holiday collection to date. This annual initiative, which integrates high-performance outdoor gear with a direct-to-advocacy funding model, represents a sophisticated evolution in non-profit fundraising. By partnering with established industry leaders such as Burton, KEEN, and YETI, POW is leveraging the "Outdoor State"—a demographic of approximately 50 million outdoor enthusiasts—to finance systemic climate policy work through curated retail collaborations.
The Evolution of the Brand Alliance Model
Founded in 2007 by professional snowboarder Jeremy Jones, Protect Our Winters has transitioned from a niche advocacy group into a formidable political and cultural force. The organization’s strategy focuses on mobilizing the outdoor community to affect non-partisan policy changes, particularly regarding renewable energy and public land protections. The 2024-2025 holiday collection serves as a primary vehicle for this mission, utilizing a "give-back" retail structure where a significant percentage of proceeds—ranging from fixed dollar amounts to 50% of gross sales—is diverted to climate advocacy programs.
This year’s collection is characterized by a heavy emphasis on the "Creative Alliance," a group of artists and professional athletes who translate environmental data and mountain landscapes into functional design. The involvement of artists like Max Romey and Joseph Toney signifies a move toward "narrative gear," where products serve as both tools for the backcountry and medium-form communication for the climate movement.
Technical Breakdown of the 2024-2025 Collaborations
The current seasonal lineup spans several categories, from technical outerwear and hardware to lifestyle accessories and digital services. Each partnership is designed to highlight a specific facet of the outdoor experience while addressing different price points and consumer needs.
High-Performance Hardgoods and Travel Gear
One of the most significant technical offerings this season is the POW x Fishpond Thunderhead Grande Submersible Duffel. Designed for extreme environments, this 100-liter capacity bag features TIZIP® waterproof zippers and a rugged construction suitable for river expeditions and backcountry travel. Notably, 50% of each purchase is donated to POW, making it one of the highest-impact items in the collection in terms of direct funding.
In the ski and snowboard hardware category, the POW x Stoke Tracks Ski Pole Baskets address a specific environmental concern: microplastics. These baskets are manufactured without traditional microplastics, aligning with the "Leave No Trace" philosophy while featuring animal-track-inspired designs. Similarly, the POW x Gogglesoc, featuring art by Kate Zessel, offers a low-cost, high-utility accessory made from recycled materials to protect expensive optical lenses.
Footwear and Technical Apparel
The POW x KEEN Whyser slip-on shoe represents a fusion of art and utility. The footwear features a "Glacier Blue" colorway designed by Max Romey, an artist known for using watercolor and Alaskan snowflakes in his creative process. The shoe is marketed as a "lifestyle-to-trail" hybrid, designed to increase the visibility of the POW movement in everyday settings.
In terms of technical apparel, the Burton Reserve 2L Pant serves as a benchmark for sustainable manufacturing. These pants are constructed using over 90% bluesign® approved materials and DRYRIDE™ 2-layer recycled polyester. Burton’s 13-year partnership with bluesign® underscores a broader industry shift toward supply chain transparency and the reduction of chemical footprints in waterproof textiles.
Lifestyle and Softgoods
POW’s internal merch team has expanded its "softgoods" line to include workwear-inspired pieces. The POW Cord Button Up is a 100% cotton, heavyweight corduroy shirt designed for durability across multiple seasons. Complementing this is the POW Fleece Camper Hat, a five-panel insulated cap featuring a vegan leather patch. For the younger demographic, the POW Kids Logo Tee uses a "color-blast" dyeing technique, intended to engage the next generation of climate advocates.
The Role of the Athlete and Creative Alliances
The 2024-2025 collection relies heavily on the "Creative Alliance," a strategic group within POW that bridges the gap between professional outdoor performance and artistic expression.
- Max Romey: His work on the KEEN Whyser utilizes his signature "plein air" watercolor style, often created in sub-zero temperatures.
- Joseph Toney: Featured on the POW x Arcade Collab Belt, Toney’s intricate mountain line-work is designed to evoke the fragility of alpine ecosystems. The belt itself is a high-stretch, TSA-compliant accessory that funds mountain protection efforts.
- Noah Dines: The Skida x POW Alpine Hat features a cyanotype print created by Dines using botanical specimens gathered from Vermont trails. This "solar printing" method creates a direct physical link between the product and the landscape it aims to protect.
- Jessie Diggins: The Olympic gold medalist and POW Board member collaborated with Larissa Loden on a jewelry collection. Like the Fishpond duffel, this collaboration directs 50% of proceeds to POW’s mission, targeting a lifestyle market that intersects with high-performance Nordic skiing.
Supporting Data: The Economic and Environmental Context
The release of this collection comes at a critical juncture for the outdoor industry. According to the U.S. Bureau of Economic Analysis (BEA), the outdoor recreation economy accounted for $1.1 trillion in economic output in 2023, representing 2.2% of the U.S. GDP. However, this sector is increasingly threatened by climatic instability.
Recent studies from the National Oceanic and Atmospheric Administration (NOAA) indicate that snowpack in the Western United States has declined by nearly 20% since the mid-20th century. For the ski industry, this translates to shorter operating seasons and increased reliance on energy-intensive snowmaking. By channeling retail dollars into climate advocacy, POW and its partners are attempting to protect the economic foundation of the outdoor industry itself.
Furthermore, the "non-alcoholic" (NA) beverage sector, represented in the collection by the POW x Best Day Brewing Dark Diamond NA, is seeing rapid growth. Best Day Brewing’s involvement, with artwork by Hannah Eddy and ambassadorship from Jeremy Jones, reflects a shift in "après-ski" culture toward wellness and sobriety, matching the values of a more health-conscious and environmentally aware consumer base.
Strategic Impact and Industry Implications
The "Brand Alliance" model serves several strategic purposes beyond simple fundraising. First, it allows partner brands to demonstrate "Corporate Social Responsibility" (CSR) in a way that is verifiable and tangible to their core customers. Second, it provides POW with a massive distribution network, placing climate-related messaging in retail environments where it might not otherwise appear.
The AllTrails Annual Plus Membership inclusion is a prime example of a digital-service partnership. By offering features like offline maps and 3D trail previews, AllTrails provides utility to hikers and skiers while simultaneously supporting POW’s advocacy infrastructure. This signifies that the "gear" of the modern adventurer is as much digital and service-based as it is physical.
Statements and Organizational Philosophy
While official statements from each brand vary, the underlying sentiment across the 2024-2025 collection is one of "Impact Consumption." Jeremy Jones, founder of POW, has frequently stated that while individual lifestyle changes are important, systemic policy change is the only way to save the winter season as it is currently known.
"Nothing beats cracking open a cold one with your crew after hot laps," the organization noted regarding the Best Day Brewing collaboration, "but fueling the stoke this winter while putting your dollars toward climate impact is the ultimate goal." This philosophy suggests that the act of gift-giving can be reframed as an act of political and environmental participation.
Conclusion: The Future of Advocacy Through Commerce
As the holiday season progresses, the performance of the POW x Brand Alliance collection will likely serve as a bellwether for the "purpose-driven" retail sector. By moving beyond simple logo-placement and into the realm of deep technical collaboration—such as the POW x HydraPak Stow Bottle or the POW x Gnarly Nutrition Mint Mocha Whey—the organization is proving that climate advocacy can be seamlessly integrated into the lifestyle of the outdoor enthusiast.
The 2024-2025 collection is not merely a list of products; it is a tactical deployment of the outdoor industry’s economic power. As climate change continues to alter the landscapes that define winter sports, the transition from passive consumer to active advocate—facilitated by high-quality, meaningful gear—may become the standard for the industry’s survival. For the "gearheads" and "shredders" of the world, these collaborations offer a way to "protect what they love" with every step, turn, and purchase.
