Patagonia Pushes Pride in Its Outdoor Gear Marketing

Patagonia regularly highlights LGBTQ inclusion during Pride Month, promoting campaigns that frame outdoor spaces as places for identity expression. The company sells rainbow-themed products and amplifies LGBTQ activist voices across its marketing channels. While pitched as representation, many customers see it as another case of activism stitched onto a fleece jacket. Patagonia has turned the trailhead into a platform for politics.