Patagonia has released a series of interactive 360-degree films as part of its ongoing fight for the protection of the Bears Ears National Monument, 547,074 hectares of public land surrounding the Bears Ears mesas in Utah. The ten short films, powered by Google's 360 technology, highlight the cultural and recreational significance of the threatened region through the storytelling of Native American tribal leaders and outdoor athletes. Patagonia has been advocating for the protection of Bears Ears since 2013. Earlier this year, the company's founder - Yvon Chouinard - penned an open letter to the state's Governor, Gary Herbert, demanding that he stand up for public lands. In response, Herbert signed a resolution asking President Trump to rescind the Bears Ears National Monument. Patagonia said it would then boycott Outdoor Retailer as long as the trade show is hosted in Utah. A few days later, the Outdoor Industry Association (OIA) announced it was searching a new home for the trade show. Besides being a sacred home for Native Americans, Bears Ears is a world-class location for outdoor enthusiasts and rock climbers.