“Signing That Letter Was a Mistake”: REI Retracts Endorsement of Controversial Trump Cabinet Pick

Three months after controversially endorsing former North Dakota governor Doug Burgum for Secretary of the Interior, REI is backtracking. “We shouldn’t have signed a letter of support for the nomination of Doug Burgum for Interior Secretary,” the Co-op said in the caption of a video statement released by new CEO and President Mary Beth Laughton. “We apologize to our members. We retract our endorsement. We take full accountability for our actions—and for how we move forward,” the caption continues.

In January 2025, REI was one of more than 30 outdoor companies that signed an endorsement letter supporting the controversial cabinet pick despite Burgum’s support for fossil fuel drilling on public lands.

The letter drew heavy criticism from the outdoor community, with critics arguing that the nomination conflicted with REI’s commitment to environmental stewardship. The REI Union labeled the endorsement “shocking,” while outrage among Co-op members sparked several boycott campaigns targeting the retailer.

New CEO Mary Beth Laughton. Photo: REI

Laughton was named President and CEO of REI on March 31 following the retirement of her predecessor, Eric Artz. Laughton, a seasoned retail executive with stints at Nike, Sephora, and Athleta, and a former REI board member (2017–2019), faces the challenge of steering the company through the fallout unleashed by the endorsement, which was issued before Laughton assumed leadership.

Addressing the Controversy

Laughton addressed the issue in a video statement released on April 9. She characterized the endorsement as a mistake and reiterated that the proposed policies affecting public lands are inconsistent with REI’s longstanding principles.

Laughton said the letter was signed before her tenure in an effort to secure a “seat at the table” in advocacy discussions. However, she confirmed that REI was retracting the endorsement and acknowledged the concerns raised by its customer base and union members. 

In conjunction with the retraction, Laughton announced a new initiative. REI will help lead a coalition called “Brands for Public Lands,” comprised of over 60 businesses, to campaign for stronger protection of public lands. This move is aimed at restoring trust among the brand’s core customers and aligning corporate actions more closely with community and environmental expectations.

As REI works to repair its reputation, industry observers note that the company’s next steps will be critical. REI continues to face scrutiny and backlash over its treatment of unions, and several critics have voiced ongoing disapproval regarding some of the current board members.

It remains to be seen whether Laughton’s appointment will mark a turning point for the brand, and whether the apology and new initiative will substantially influence its standing within the outdoor community and broader public discourse.

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