An outdoor retailer is endorsing Democratic Sen. Jacky Rosen as part of its first endorsements in a campaign, a new move for a company that has become increasingly active in pushing back on the Trump administration when it comes to the issue of opening more federal public land to development.

The company, Patagonia, is also endorsing Montana Sen. Jon Tester, a Democrat. The company said the goal was not to enter partisan politics but to support candidates in states where the company has had a strong presence or where public land issues factor heavily into the state’s politics. Patagonia’s distribution center in Reno employs more than 650 people and the company has been active in advocating for wilderness and monument designations across Nevada.

“[Patagonia is proud to support] Jacky Rosen because she will fight to protect Nevada’s public lands and the vibrant outdoor industry that depends on them,” Patagonia CEO Rose Marcario said in a statement. “We need her leadership to protect Nevada’s economy and the basic health of its people, so the business community can thrive and so Nevadans can prosper.”

Patagonia does not plan to buy television ads for Rosen, but the company will run a full-page digital ad for Rosen on its website and send endorsement emails to its customers.

Rosen, a first-term congresswoman who is running in a tight race against GOP Sen. Dean Heller, has received several endorsements from environmental groups, including the Sierra Club.

As a company, Patagonia has shied away from endorsing candidates in past elections. But the company has long been politically active. In 2004, Patagonia launched a campaign geared toward mobilizing voters to consider the environment in their decisions at the ballot box. It is also running a similar campaign this year, urging its customers to vote.