Columbia Sportswear Dares Flat Earthers to 'Find the Edge' in ‘Expedition Impossible’

​Columbia Sportswear has launched 'Expedition Impossible', a tongue-in-cheek challenge inviting outdoor adventurers to go find the edge of the Earth. And anyone who can prove the planet is flat will get everything owned by the company.

The 'Expedition Impossible' challenge launches with an open letter by Columbia Sportswear Company CEO Tim Boyle in The New York Times and across its social channels, throwing down the gauntlet to tinfoil-hatted Flat Earther conspiracy theorists everywhere.

The playful outreach to the Flat Earth community is a reminder that Columbia builds gear tough enough for any journey, even one aimed at the world’s imaginary edge.

In his letter, Tim explained, “This is a message to Flat Earthers. I’ve seen your manifestos, admired your diagrams, watched you stand proudly on your, well, flat ground. So here’s the deal: it’s time to put your map where your mouth is.

Introducing Expedition Impossible, our boldest challenge yet. Our gear is built to handle anything. So I’m inviting you to do what no one in history has ever done: find the edge of the Earth.

If you actually find it, snap a photo, send it to us and you won’t just have bragging rights. You’ll have everything owned by the company.* All of it. The mannequins, coffee machines, snowshoes, toboggans, office plants, even the taxidermy beaver in the cafeteria. All yours."

And the challenge comes with a final bit of advice, “Just one thing, wear Columbia gear. It’s warm, waterproof, and tough enough for pretty much anything, except maybe falling into the abyss. Consider this your disclaimer. I will not be liable for sunburn, dizziness, existential crises, or unplanned meetings with the edge of existence. Good luck out there. I'll be right here, keys in hand, waiting. Flatly yours, Tim Boyle.”

In describing this new campaign, Tim shared that, “This is another example of Columbia’s mission to channel the bold, irreverent energy that has long defined the brand, while illustrating our legacy of durability and innovation - highlighting the extremes our gear can go through, even to the ends of the Earth. Which don’t actually exist, but try telling Flat Earthers that.”

In addition to the film starring Tim himself explaining the challenge (here) there will be plenty of fun poked at celebrity Flat Earthers and conspiracy communities online, as Columbia joins the conversations on Reddit posts and comments sections on YouTube and social media.

The campaign builds on Columbia Sportwear’s ‘Engineered for Whatever’ brand platform, created with adam&eveDDB, and is part of Columbia’s first major repositioning in more than 10 years. Media can access images and assets at this link.