Could You Find the Edge of the Earth? Columbia Is Betting Everything You Can’t

Yep, you read that right. In a stunt dubbed "Expedition Impossible,” outdoor outfitter Columbia Sportswear has publicly dared anyone who believes the Earth is flat to go find the edge. If they can snap an IRL photo of it, they’ll get everything owned by Columbia – the entire company*, right down to a stuffed beaver that would make Frank Drebin go ga-ga.

In true silly season style, Columbia’s CEO Tim Boyle kicked off December by dropping an open letter in the New York Times, calling on Flat-Earthers to “walk the walk” and prove that the world has an edge. The letter was accompanied online and across social media by a deliciously tongue-in-cheek video of Tim strolling through company HQ in Portland, Oregon, pointing out all the things (which amounts to everything, except a rented coffee machine and some poor woman's lunch), the triumphant explorer can win. 

Tim ends the throw-down by urging competitors to 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,” the letter in the Times reads.

Into the void

The campaign is the first offering in Columbia’s wider “Engineered for Whatever” rebranding under British advertising firm Adam&eveDDB. The intention? Not just to blow a big, wet raspberry on the chubby bellies of Flat Earthers — but to make a bold cultural statement. Columbia isn’t afraid to wade into a bit of (albeit laughable) controversy, spark debate and own the conversation.

The campaign takes on conspiracies, skeptic communities and internet discourse — making Columbia more than gear, but a voice. Columbia’s not just poking fun at arguably the least-threatening group of conspiracy theorists on the internet (no offence, #ElvisLives) — it’s reframing itself. Instead of churning out more glossy ads of perfect outdoorsy couples up perfect indoor mountains, they’re leaning hard into the wind of the daring, “anything-goes” explorer spirit. 

With Great Risk…

Expedition Impossible is unquestionably a gamble in a world where conspiracy theories run wild and “truth” (remember that?) feels optional. Daring Flat-Earthers to prove the world has an edge could go sideways fast – misinterpretation, online trolling, or worse. As Mr Musk learned the hard way during the heady days of his bromance with President Trump, even liberals aren’t above firebombing the odd workplace these days. 

Reality Check

Here’s the fine print: “The Edge of the Earth,” as Columbia writes on its website, “is a visible, physical end to the planet Earth. We’re talking infinite sheer drop, abyssal void, clouds cascading into infinity. What is not “The Edge of the Earth”: A clifftop in Seattle. A cul-de-sac in Kansas. Or your buddy Dave legally changing his name to “The Edge.”

They’re also not actually offering the entire multinational Goliath that is Columbia Sportswear (valued at around US$3 billion at last check) to the winner — *but a smaller legal entity (called “The Company, LLC”) with assets of around US$100,000. So yes, it seems they are hedging their bets… just in case. But let’s not let one awkwardly-placed asterisk ruin a perfectly good campaign.

Why This Matters For Marketers & Brands

• It shakes up expectations — In a saturated outdoor-gear market where everyone’s selling freedom and nature, Columbia is rewriting the rulebook by selling audacity, not just scenery.

• It turns products into a narrative device — The gear becomes part of a story. Columbia has even listed the top ten bits of kit you’ll the need when hunting for the edge of the Earth, including a titanium shell to keep out wind, rain and doubt.

• It triggers social chatter — Conspiracies, disbelief and debate — wild or sane — get people talking, and everyone loves a dare. At the very least, it’s bound to generate some joke attempts. That kind of buzz can’t be bought with typical ads.

• It shows brand guts — Not many heritage brands would stake (part of) their company on a global meme-friendly marketing challenge. It feels risky… because it is. In a climate where even activist brands like Ben & Jerry’s deny having an opinion on anything, calling BS on BS seems crazily brave.

• It humanises the brand – putting their actual CEO front-and-centre of Expedition Impossible turns a faceless corporation into a character with confidence and charisma, signalling that Columbia can move at the speed of culture rather than sitting on the sidelines.

  
  

If you’re a marketer, it’s a lesson: boldness doesn’t always come from a big budget. Sometimes all it takes is a willingness to stare down absurdity and dare the nutters on the internet to do the rest.