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Trail Creek Outfitters fires shots at Amazon in hilarious April Fools’ Day post

A Pennsylvania retailer brilliantly combined absurd humor and serious commentary in our favorite April Fools' Day joke of the year.


April Fools’ Day gags are an annual tradition across the industry, and this year is no different. We’ve seen a cascade of jokes hit the newswires today, from Nikwax’s new HE3.Direct spray that “reduces the weight of outdoor gear by up to 30 percent” to Roofnest’s new Ostrich design—a bunk-bed-style cartop tent.

Roofnest Ostrich
Roofnest’s April Fools’ gag this year involved the launch of a bunk-bed-style cartop tent.

One gear shop in Pennsylvania, Trail Creek Outfitters, took a more topical approach with a pointed jab at the ongoing tension between Amazon and traditional retailers. In an Instagram post released a few hours ago, Trail Creek announced that its name would be changing to “Amazon River Outfitters,” explaining simply, “if you can’t beat ’em, join ’em, right?”

Read more: Peak Design battles Amazon knockoff with humor

“Maybe we’ll get more hits on search engines…or maybe some will order from us directly online,” the post says. It goes on to outline a host of benefits that customers can find at the new Amazon Creek, like “actual people to interact with” and “expert advice that comes from trained users who are not paid to write fake reviews.”

April Fools is always an interesting and entertaining day in the world of outdoor business, but we’ve got to hand it to Trail Creek for coming up with an exceptionally clever post that transcends mere foolery and actually has something to say about the state of independent retail in the industry.

Bravo, Trail Creek. Our proverbial hats are off to you.