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Sarun George Sunny
The Way I See It • 3m
In 2017, Patagonia did something no one expected—they took on the U.S. government. When the administration announced plans to shrink two iconic national monuments, Bears Ears and Grand Staircase-Escalante, by nearly two million acres, Patagonia wasn’t having it. The company, known for its love of the outdoors, launched a campaign that stopped people in their tracks: “The President Stole Your Land.” This wasn’t just marketing. Patagonia went all in, filing a lawsuit against the US government to protect public lands. They weren’t just selling outdoor gear—they were fighting for the wilderness their customers loved. The message was clear: Patagonia stood for something bigger than profits. But they didn’t stop there. As Black Friday approached, Patagonia turned the most commercial day of the year into a rallying cry for the planet. They pledged to donate 100% of their Black Friday profits—every last penny—to grassroots environmental organizations. By the end of the day, they had raised an astonishing $10 million for the cause. Sure, some critics called it a political stunt. But for Patagonia’s customers, it was a reminder of why they loved the brand. Sales surged, the campaign went viral, and the company proved you could take a stand and still succeed
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