Columbia’s CEO offers up his company for a flat fee

Here at shots, we like to remain largely impartial when it comes to ideologies and beliefs, but when it comes to Flat Earthers... well... they're just a bit ridiculous, aren't they?

Willing to stake his company on the theorist's ludicrous claims, Columbia Sportswear Company CEO Tim Boyle has issued an Expedition Impossible challenge; inviting anyone who finds and documents the 'edge' of the Earth to send in the proof and win everything owned by the organisation.

The campaign from adam&eveDDB launched with an open letter published in The New York Times [see below], and is supported by a hilarious film in which Boyle takes a crew around the offices to showcase all of the items - snowshoes, toboggans, office plants, taxidermy beaver - that are up for grabs.

“This is another example of Columbia’s mission to channel the bold, irreverent energy that has long defined the brand," explains Boyle, "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.”