Outdoor apparel maker Patagonia’s ecommerce site traffic surged the week its founder donated the eco-conscious company to a nonprofit to help fight climate change. The brand’s founder Yvon Chouinard made the announcement Sept. 14.

Patagonia.com registered the largest traffic gain of all large North American retail sites for the week ending Sept. 17, compared with the previous week ending Sept. 10. Digital Commerce 360 analyzed traffic data from website measurement firm Similarweb for merchants ranked in the 2022 Digital Commerce 360 Top 1000.

On Sept. 14, Patagonia announced the retailer “is ‘going purpose’ instead of ‘going public'” and proclaimed “earth is our only shareholder.” Chouinard and his family transferred 98% of ownership to the Holdfast Collective, a 501(c) (4) advocate for sustainability and land conservation causes. The nonprofit will be the recipient of any of the activewear brand’s profit and use the funds for initiatives “dedicated to fighting the environmental crisis and defending nature,” according to a statement.