Icebug’s Black Friday Deal Gives (It All) Back

November 24, 2025

Turning peak profit season into a force for good— Icebug reinvests Black Friday revenue into the wild landscapes that keep us exploring.

JONSERED, Sweden (November 24, 2024) /OUTDOOR SPORTSWIRE/ – This Black Friday, Icebug will once again donate 100% of all proceeds from its website and storefronts to anti-deforestation awareness and conservation efforts—for the seventh consecutive year. In 2025, Icebug USA will be supporting two non-profit organizations, with proceeds from U.S. sales going to the Conservation Lands Foundation, and Canadian proceeds being donated to the Canadian Parks and Wilderness Society (CPAWS).

“Icebug’s primary purpose is to make a positive difference, not to maximize profit. The last thing we want is for someone to impulse buy a pair of shoes they don’t really need,” said David Ekelund, CEO of Icebug. “We want to strike a blow for lifestyles that are rich in experiences but consume few resources.”

While many outdoor brands are beginning to shift focus from profit to purpose with initiatives that give back instead of capitalizing on increased viewership for maximized profit, at Icebug, the mindset is tradition. Over the past six years, the company’s Black Friday program has helped protect public lands, freshwater habitats, and old-growth forests across Finland, Norway, Canada and Sweden. This initiative complements Icebug’s commitment as a B Corp certified company, a partner of both Fair Wear Foundation and Protect our Winters, and a member of 1% for the Planet— to which it has donated over $1.4 million.

A cornerstone of Icebug’s identity is to reject the overconsumption impulse around the holidays, and instead play by its own rules; “We put the planet before profit, only making products that are really needed, and that last a really long time,” Teagan Bowar, Icebug U.S. marketing coordinator said. “We don’t measure success in the number of shoes sold. For us, it’s about making shoes you can confidently count on, time and time again— because the more time you spend in nature, the more connected you feel to it— which leads to a happier, healthier life.”

Beyond its giving efforts, Icebug continues to lead in sustainable innovation that delivers on performance and durability. The brand increasingly implements recycled, bio-based, and natural rubber materials and has integrated solar-powered manufacturing to reduce fossil fuel use at every stage of production.

As more brands explore what responsible business looks like, Icebug remains an example of how to walk the talk— proving that re-imagining the future of footwear starts with less, not more.

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About Icebug

Icebug is a Swedish footwear company founded in 2001 on the idea of making better shoes for people who want to get outdoors every day. Driven by innovation, creativity and integrity, Icebug’s passion is creating functional and durable footwear with world-leading traction technologies that make slippery conditions—including ice, snow, wet rocks, and mud—safe and enjoyable. Committed to doing the right thing even when it hurts, Icebug envisions a society where people and nature can thrive on a planet in balance. The brand has set out to change the footwear industry by pioneering—and sharing—sharing scalable business solutions as it works to halve its carbon emissions by 2030. Icebug is a Certified B Corp and a member of 1% for the Planet. More information can be found at icebug.com.