In Fall 2010 Patagonia Footwear piloted the “Advocate Weeks” program with a handful of retail partners in an effort to increase local advocacy and drive further awareness of long-time partner 1% for the Planet®. In one year (Spring 2011 to Spring 2012), over 150 retail partner doors hosted successful Advocate Weeks. Advocate Weeks give retail partners the opportunity to support conservation efforts through a donation-with-purchase program that raises awareness and funds for a local non-profit. During the two-week program, Patagonia Footwear donates a minimum of $10 to a local organization for every pair of Patagonia footwear sold.
“We introduced Advocate Weeks as a way to educate and inspire our dealers and their customers to engage in local conservation efforts,” said Sue Harvey Brown, marketing manager at Patagonia Footwear. “We initially partnered with 1% for the Planet and co-branded the Advocate moc as a way to ignite conversation about the 1% story. Our Advocate Weeks program took the conversation to the next level. Our enthusiastic dealers have had a lot of fun creating engaging displays, videos and materials to promote their Advocate Weeks and raise awareness for the organizations they support. We encourage more of our partners to participate in this great program.”