Patagonia is offering up to 112,000 customers a $100 discount on merchandise if they enroll three people in a program to encourage registered voters to cast ballots in the midterm elections. The Ventura, Calif.-based company aims to reach more than 300,000 people and has committed up to $11.2 million to the initiative. Referred individuals are directed to a third-party site to verify registration, learn about early voting and ID requirements, and create a voting plan. Referrers can take the $100 credit or donate it to the League of Conservation Voters.

CEO Ryan Gellert said the company wants to "get people off the sidelines" amid widespread political disengagement since President Trump returned to the White House. "A lot of people are feeling a sense of hopelessness," Gellert said. "We're trying to cut through the apathy." Patagonia, founded by Yvon Chouinard, has pledged 1% of sales to environmental groups for over 40 years and reported nearly $1.5 billion in revenue last fiscal year, with over 60% from U.S. customers.

The move follows Patagonia's lawsuit this month against the Trump administration over reductions to Bears Ears National Monument in Utah. The company has long clashed with Trump over public lands protection, including the 2026 shrinkage of two Utah monuments to less than 10% of their former size. Other corporations like Levi Strauss, Airbnb, and Live Nation have also launched voting initiatives, but Patagonia's direct financial incentive to customers marks an extraordinary step in corporate activism.