Columbia Sportswear dares Flat Earthers to literally claim everything

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Philstar.com

December 29, 2025 | 3:00pm

Columbia Sportswear is making one of its boldest marketing statements in recent years with Expedition Impossible, a campaign that blends sharp humor with a clear brand point of view.

The concept is simple and provocative.

Flat Earth believers are invited to photograph the literal edge of the world, with the promise that anyone who succeeds will receive everything owned by the company, Flat Earth, LLC, whose assets are valued at approximately $100,000.

The reward is deliberately expansive. It includes outdoor apparel, performance gear, and a wide range of office assets associated with the company.

Mannequins, snowshoes, toboggans, coffee machines, computers, office plants, and other equipment are all part of the prize, reinforcing the campaign’s exaggerated yet transparent premise.

The full scope of the challenge is revealed through a series of social videos featuring Columbia CEO Tim Boyle.

In the videos, Boyle calmly explains that the winner will receive everything the company owns, while a lawyer intermittently steps in to clarify the legal realities of such a transfer. As Boyle continues to point out item after item, employees look on with visible confusion, steadily building both the value of the prize and the campaign’s understated humor.

The videos are supported by an open letter written by Boyle, formally challenging flat Earth supporters to put their beliefs to the test. The rules are clear. The edge of the Earth must be literal and directly visible, not symbolic or creatively interpreted.

There is one requirement for participation. Anyone attempting the expedition must wear Columbia gear.

That condition reinforces the campaign’s core message. While Expedition Impossible uses humor to spark conversation, its foundation lies in product performance, highlighting Columbia’s reputation for durability, warmth and waterproof protection in extreme conditions.

Expedition Impossible builds on the brand’s “Engineered for Whatever” platform and follows Columbia’s first major brand repositioning in more than a decade. It reflects a shift toward bolder, culturally responsive marketing that embraces conversation instead of avoiding it.

Whether or not the prize is ever claimed is ultimately secondary. By publicly offering all assets owned by Flat Earth, LLC, valued at approximately $100,000, Columbia has already achieved its objective. The campaign has generated attention, fueled discussion, and reinforced a brand posture confident enough to stand at the edge of convention.

Editor’s Note: This press release is published by the Advertising Content Team that is independent from our Editorial Newsroom.