Outdoor adventure store REI is trying something remarkable the day after Thanksgiving on Black Friday. True to REI’s vision, CEO Jerry Strizke will close all 143 stores to set an example. REI will pay its staff and encourage all of them to head outside and enjoy their day off during the holidays.

According to Jerry,

For 76 years, our co-op has been dedicated to one thing and one thing only: a life outdoors. We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth.

We’re a different kind of company—and while the rest of the world is fighting it out in the aisles, we’ll be spending our day a little differently. We’re choosing to opt outside, and want you to come with us.

Watch CEO Jerry Strizke explain his decision in his announcement below and also dare to #OptOutside along with Jerry and the entire REI staff. What do you think of this decision? Will you consider spending this upcoming 2015 Black Friday any differently?