UFCW 3000

Group of people protesting outdoors, holding signs that read 'VOTE NO ON REI UNION BUSTING' and 'REJECT REI'S CORPORATE BOARD.' A woman with curly hair and glasses speaks at a wooden podium with a microphone. The group appears diverse and is standing behind a green banner.

Winning National Campaign Against REI For Union-Busting

Winning a national campaign against REI for union-busting and supporting a big oil billionaire for Trump’s cabinet with highly targeted digital campaign and press coverage.

Challenges

Fed up with REI's stalling and union busting, UFCW 3000 and REI Union took their members' contract fight out of the negotiating room and into REI's anti-labor boardroom. But could they find and recruit REI members, and then turn out REI member votes during the co-op's board elections?

“This win means so much for REI union members who are fighting for fair wages and better working conditions. We couldn’t have done it without PowerHouse’s smarts.”

Sarah Cherin

UFCW 3000 Chief of Staff

Results

 REI members voted in droves, blocking the board’s cherry-picked slate. Shocked by the consumer backlash, REI's CEO admitted it was time to take a different approach with unionized workers at its 11 stores. Now REI Union members are back at the negotiating table with a powerful mandate from the co-op's members.

Protesters holding signs that read 'VOTE NO ON REI UNION BUSTING' and 'REI'S CORPORATE BOARD' during a rally, with a chain-link fence and trees in the background.

How We Did It

Our team ran a series of digital, social, and earned media campaigns to generate a list of self-identified REI members. Using that list, we turned up the volume, helping to mobilize more than 115,000 REI voters fired up to reject REI's cherry-picked corporate board slate.

Signboard reading 'Red Co. Op' with a tree graphic on the left and a mountain design integrated into the text, mounted on the exterior of a building with windows and green trim.

Huffington Post 5/08/25

A teal and white abstract logo with a tilted design.

REI Members Reject Company’s Hand-Picked Board Candidates