REI Opt-Outside: Authenticity IS Disruptive


Who else wants to give Jerry Stritzke, President and CEO of REI a standing ovation? I almost squealed when I heard his announcement over the radio.

Consumers are tired of the ploys, pandering and condescending marketing tactics that have become synonymous with the holiday season.
We desperately NEEDED someone to step up and disrupt Black Friday’s downward spiral. And that’s what the REI CEO did. He’s closing EVERY SINGLE REI on a top 10 day. Not for money. Not for marketing. And, not for a family vacation to the Cape.
He did it because that’s what REI is all about: enjoying and appreciating the outdoors, escaping the hustle and bustle, and living life to the absolute fullest.

Why is it such a big deal?
Every advertising professional with a computer and an internet connection is touting the power of disruption. For good reason. We are all so inundated with has-been advertising methods that it’s all white noise. We don’t notice. We don’t care. So anything that challenges our expectations stands out.
But when we’ve all been programed to expect surprises and innovation, how can you reach anyone ever again?

Stritzke found one answer. Boxman Studios has found another.

We’re a one-stop-shop shaking up experiences with mobile shipping container suites for brands with big brains and big ideas. We’re in the business of being better, faster, safer and smarter. The jaw-dropping, eye-popping, swagger inducing, “you’re so getting a raise” space is our specialty.
And that’s because, our corporate values and culture come first. We bring disruptive authenticity and creativity to the table because we aren’t afraid to take risks. That’s who we are.

Who do you want to be?