Patagonia has launched a new campaign offering customers a financial incentive to encourage voter participation in the upcoming midterm elections. Starting Saturday, the outdoor apparel company is providing up to 112,000 customers with a $100 discount on Patagonia merchandise if they successfully enroll three registered voters in a program that promotes ballot casting.

The initiative aims to combat political disengagement, particularly around environmental issues, which Patagonia’s leadership says has increased since President Trump’s return to office. Customers who refer potential voters direct them to a third-party website where they can verify their registration status, learn about early voting options, and create a plan to vote by mail, early in person, or on Election Day. Those who make successful referrals can apply the $100 credit toward future Patagonia purchases or donate the amount to the League of Conservation Voters, an environmental advocacy group.

Patagonia’s Chief Executive Ryan Gellert framed the campaign as a response to widespread apathy and a sense of hopelessness among many Americans regarding political participation and climate action. “We’re trying to cut through the apathy,” Gellert said. The company has committed up to $11.2 million toward the effort, with a goal of engaging more than 300,000 people. Patagonia reported nearly $1.5 billion in revenue during its most recent fiscal year, with over 60 percent of sales coming from U.S. customers.

This voter engagement drive marks a significant expansion of Patagonia’s long-standing environmental activism. The Ventura, California-based firm has a history of political involvement, including purchasing political advertisements, campaigning against the fossil fuel industry, and endorsing candidates who support climate science. The company has frequently clashed with the Trump administration, particularly over reductions in protected public lands. For example, in July, the administration drastically reduced the size of two national monuments in Utah, a move that opened the land to mining claims. Patagonia later joined a lawsuit with conservation and Native American groups seeking to reverse the cuts to Bears Ears National Monument.

For this midterm push, Patagonia collaborated with the Environmental Voter Project, a nonpartisan nonprofit focused on increasing voter turnout. Nathaniel Stinnett, founder of the group, emphasized that the campaign’s priority is behavioral change—helping people follow through on voting rather than shifting opinions on environmental issues. Stinnett noted that many self-identified environmentalists failed to vote in the previous presidential election but want to engage in meaningful climate-related efforts.

In conjunction with the campaign, Patagonia’s website removed its typical product highlights in favor of messaging urging customers to “Vote Big.” The announcement came during Climate Week NYC, an annual event coinciding with the United Nations General Assembly to promote climate action. Other companies have also engaged in voter outreach efforts, with firms like Levi Strauss and Airbnb supporting employee voting rights and civic engagement.

Patagonia’s initiative signals a growing trend of corporate activism focused not only on advancing policy goals but also on increasing electoral participation among environmentally concerned citizens.