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Columbia CEO’s Flat‑Earth ‘Edge’ Challenge Comes With Fine Print: A $100,000 LLC, Not the $3 Billion Company

The stunt is part of Columbia’s Expedition Impossible campaign.

Overview

  • Tim Boyle invites flat‑earth believers to submit a photo showing a “visible, physical end to the planet” to claim the prize.
  • In the ad, Columbia introduces “The Company, LLC,” which holds about $100,000 in assets rather than control of Columbia Sportswear.
  • Company rules preempt gimmicks by rejecting cliff‑top shots, cul‑de‑sacs, or someone legally renaming themselves “The Edge.”
  • A promotional video shows Boyle walking through Columbia’s Oregon headquarters and quipping that entrants should wear Columbia gear.
  • No verified submission has met the stated criteria, and no transfer of the company’s primary assets has occurred.