REI CEO Apologizes, Retracts Support for Interior Secretary Doug Burgum

REI has publicly retracted its endorsement of Doug Burgum as Secretary of the Interior, acknowledging that supporting his nomination was a mistake inconsistent with the company’s core values on public lands and environmental stewardship. New CEO Mary Beth Laughton, who assumed leadership after the endorsement was issued, delivered an apology to REI members and took full accountability in a video statement, citing the Trump administration's actions on public lands as contrary to REI’s principles. The initial endorsement letter, signed with other outdoor companies to gain advocacy access, drew significant backlash from REI’s members and employees, sparking internal criticism and boycott threats. In response, Laughton confirmed REI’s withdrawal of support and emphasized a renewed commitment to protecting public lands. Additionally, REI is joining other outdoor brands in a new initiative to advocate for stronger public land protections. The company’s leadership shift and public mea culpa highlight the ongoing tension between corporate advocacy and customer values in the outdoor industry.