Fjällräven to Give Away 1,500 National Park Annual Passes to Customers on Black Friday

This holiday season, Fjällräven gives away 1,500 passes to National Parks to customers at 21 U.S.-based brand stores.
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LOUISVILLE, Colo. (Nov. 20, 2019) Fjällräven, the Swedish heritage outdoor brand known for producing high-quality outerwear, apparel and gear since 1960, will prove its commitment to getting people outside on Black Friday this year. On November 29, Fjällräven will give away 1,500 annual passes to U.S. National Parks to the first customers to make a purchase at its retail stores across the United States.

“We have been walking with nature for over 50 years at Fjällräven,” says Fjällräven’s CEO of Americas and V.P. of Fenix Outdoor International AG, Nathan Dopp. “Our mission has always been to inspire more people to spend time with nature, which is why on Black Friday we will help thousands of Fjällräven customers get outside, enjoy nature and create memories. This year, we’ll be giving out 1,500 annual passes to U.S. National Parks on Black Friday in our brand centers.”

The National Parks Pass gift-with-purchase giveaway will take place at each of Fjällräven’s 21 brand stores in the U.S. on Black Friday. Each store opens at 10:00 a.m. local time, and the annual passes to U.S. National Parks will be given on a first-come, first-served basis to customers. Purchase of a product is necessary to receive a National Park pass; however, there is no minimum purchase required.

“The Fjallraven team has a passion for being in nature because we know the positive effect getting into nature has on the body and mind. We wanted to do something different. We will give Fjällräven fans unparalleled access to nature through our National Parks this Black Friday,” says Dopp.


Whether it’s giving away thousands of annual passes to National Parks on Black Friday, introducing thousands of people to trekking on Fjällräven Classic events around the world, sustainably designing and producing outerwear, apparel and gear that is tailored to spending time in nature, or donating proceeds to beneficiaries of The Arctic Fox Initiative, Fjällräven aims to protect nature and inspire more people to spend time outdoors.

For a complete list of Fjällräven brand centers in the U.S., please visit Please direct Fjällräven media inquiries to Associate PR Director Greg Fitzsimmons at

About Fjällräven

In 1960, Åke Nordin founded Fjällräven in his basement in the Swedish town of Örnsköldsvik. Since then, Fjällräven has made a commitment to quality and timeless design, while staying true to our mission of developing timeless, functional and durable outdoor equipment, acting responsibly towards people, animals and nature and inspiring people to get outside. Today the company has presence in over 30 countries worldwide. For more information, please visit


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