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Fjällräven Continues to Use Innovative Technology to Give the Gift of Nature This Holiday Season

November 23, 2020

LOUISVILLE, Colo. (Nov. 23, 2020) – Since 1960, Fjällräven has produced sustainable top-quality outdoor equipment known for its craftsmanship, timeless styling and durability allowing more people to comfortably spend time in nature. Inspiring people to walk with nature has always been an important pillar of the brand’s core values and this is reflected in an ongoing effort to share the gift of experiences in nature through their Get Into Nature Giveaway. For the second year in a row, Fjällräven will give users and fans annual U.S. National Park passes to access nature. Additionally, two personalized shopping experiences—in-person or virtual—will be awarded to participants to gear up to get outside.

This year, given the challenges of in-store giveaways due to COVID-19, Fjällräven has evolved their successful blockchain technology which utilizes SmartMedia Objects, also known as Fox Coins, to meet users safely where they are and virtually engage with them. For 30 days beginning on November 20, the brand will give away 50 annual U.S. National Park passes to users who collect Fox Coins to increase their chances of winning. Users will also be entered to win one of two grand prizes for a virtual or in-store shopping experience valued at $500 each.

“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. “Nature is there for anyone to experience, which is why we’re providing people across the country the opportunity to get outside and enjoy the benefits nature has to offer. This year, we’re excited to give the gift of experiencing the outdoors with our second U.S. National Park pass giveaway in addition to personalized shopping experiences to gear up two winners to get outside, enjoy nature and create memories.”

The Get Into Nature Giveaway can be entered in multiple ways, giving participants more chances to win. Users are entered into the giveaway by signing up, then additional entries can be gained by sharing with friends, following on social media, watching brand videos and engaging with immersive educational experiences that focus on Fjällräven’s mission, values and sustainable products.

“Right now, more people are turning to nature as a source of inspiration and to reenergize,” says Fjällräven’s V.P. of Brand Experience, Jean-Marie Shields. “We want to empower users to experience the positive effect getting into nature has on the body and mind.”

Whether it’s giving fans and users the opportunity to win annual U.S. National Park passes or personal shopping experiences, 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.

To learn more about or enter the Get Into Nature Giveaway please visit Please direct Fjällräven media inquiries to Account Manager Ethan Peck at [email protected].

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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