Prime Day has become such a big shopping event that even retailers that never run deals are jumping on the opportunity

Get the Full StoryOutdoor Voices

Outdoor Voices is offering 40 off some of its core items between Monday and Friday this week.

The athletics label has said in the past that it avoids discounting its products.

"People will pay for the product, and if you have a good product, you don't need sales," the company's founder, Tyler Haney, told Business Insider in an interview in June.

Amazon Prime Day has worn down even the biggest naysayers.

Outdoor Voices, the trendy, Texas-based athletics label that famously doesn't offer discounts, is running a 40 off sale on some of its core items between Monday and Friday this week. See the rest of the story at Business InsiderNOW WATCH: Why this cactus is listed for 250,000See Also:Amazon Prime Day, a made-up holiday that's become bigger than Black Friday, is here. This is why it's such a big deal.Amazon's made-up holiday is forcing other retailers to offer crazy salesAmazon is pulling out all the stops to make sure as many people as possible shop on Prime DaySEE ALSO: Founder and CEO of hot activewear startup Outdoor Voices explains why she doesn't want to build the next Nike

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