Columbia Sportswear Challenges Flat Earthers

Columbia Sportswear is launching “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, Boyle explains: “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, Boyle shares 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 Boyle 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. 

Credits:

Client: Columbia

Brand: Engineered for whatever

Project/Campaign Name: Expedition Impossible

First Air Date: 2

nd December 2025

Client names and Job Titles:

Joe Boyle – Columbia Brand President

Matt Sutton – Head of Marketing

Jeramy Sewer – Principal Media Specialist

Chris Araujo – Snr Director Global Brand Lead

Cerissa McFarlane – Creative Agency Project Manager

Andy Nordhoff – Director of Communications

Caroline Digilio – Social and Influencer Lead

Taylor Doane – Senior Brand Manager

Vladimiri Popov – Social Media Manager

Agency: adam&eveDDB

Creative:

Ant Nelson, Mike Sutherland – Chief Creative Officer

James Crosby – Creative Director

Will Cottom – Creative Director

Jeppe Vidstrup – Creative

John Trainor-Tobin – Creative

Production:

Sally Pritchett – Head of Production

Kurt Bailey – Producer

Account Management:

Miranda Hipwell – Chief Executive Officer

Fraser Thomson – Managing Partner

Freya Schofield – Account Director

Sarah Hill – Account Director

Amy Holden – Account Manager

Planning:

Alex Scott-Malden – Planning Partner

Oscar Beach – Senior Planner

Legal:

Candice Mcleoud – Legal Council

Tom Cambel – Legal Council

Project Management:

Andrea Kenyon – Project Director

Business affairs:

Danni Rouse – Business Affairs Manager

Production Company: Smuggler

Benji Weinstein – Director

Daisy Mostyn – Head Of Production

Manny Caston – Producer

Joe Meade – Director Of Photography

Editing company: Cut & Run USA

Sean Stender – Editor

Ivy O'Mahony – Producer

Online & Grade: 1920

Weronika Holak – VFX Supervisor

Oliver Banks Thompson – Colourist

Molly Russell – Producer

Brooke Mowat – Coordinator

Audio Post-Production: Factory Studios

Andy Isaias – Sound Design & Mix

Olivia Endersby – Senior Audio Producer

Music Company: Siren

Sian Rogers – Music Supervisor

Design: adamandeveDDB

Scott Silvey – Head of Design

Rob Wallis – Design Studio Manager

Artworking: OMC

Dave Callow – Senior Creative Artworker