Columbia Sportswear Goes Viral With Flat Earth Stunt
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Key Facts
- New Expedition Impossible campaign invites flat Earth believers to go prove where the planet ends
- Challenge is introduced through a national open letter from chief executive Tim Boyle
- Concept was developed by Columbia’s London agency after spotting the Flat Earth Society office
- Marketing analysts say the work revives the playful edge of Columbia’s classic Gert Boyle ads
Columbia Sportswear has stepped straight into cultural satire with Expedition Impossible, a campaign that calls on flat Earth supporters to head out and locate the supposed edge of the world. The brand positions itself as the outfitter for that impossible journey, using the stunt to underline its claim that Columbia gear can handle almost any adventure, real or imagined.
The idea arrives as the company looks for bolder ways to stand out in a crowded outdoor category where many brands now borrow similar scenic visuals and slogans. Internally, leaders see Expedition Impossible as a deliberate move back toward the cheeky spirit that once defined the label, when Gert Boyle fronted campaigns that mixed grit with humour and self awareness.
Early reaction from marketing observers has been positive, with the work already generating wide conversation and unpaid coverage. Columbia plans to build on the momentum with further activations, including a high profile Super Bowl extension, signalling that this more mischievous voice is likely to stay in its playbook rather than serving as a one off gag.
