Columbia Sportswear CEO Tim Boyle has issued a tongue-in-cheek challenge to flat Earth believers, offering control of his $3 billion family business to anyone who can prove the planet has an edge.
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The 76-year-old billionaire made the announcement on Tuesday as part of Columbia’s new marketing campaign, “Expedition Impossible.” In the ad, Boyle walks around the company’s Oregon headquarters, declaring that the winner could claim everything from the office furniture to coffee machines.
“This message is for flat Earthers. You guys claim there’s an end to the Earth. Well, just go snap a picture, send it to us, and you get the assets of the company. All of it. No paperwork, no lawyers, no catches,” Boyle said.
While humans have known the Earth is round for over 2,000 years, the flat Earth movement persists among those who distrust scientific institutions. Originating in 19th-century England with Samuel Rowbotham, the movement gained traction in the U.S. through groups like the Universal Zetetic Society. Flat Earthers often dismiss evidence from NASA, satellites, and centuries of observations as part of a global conspiracy.
Boyle clarified that to win, participants must provide a photo showing a visible, physical end of the planet, such as an infinite drop or an abyssal void. Ordinary cliffs, cul-de-sacs, or gimmicks like a friend legally renaming themselves “The Edge” will not qualify.
The company later revealed a technicality: the “Company, LLC” involved in the promotion has assets worth roughly $100,000, meaning even if a flat Earth explorer succeeds, the actual financial windfall would be smaller than initially advertised.
Boyle concluded the campaign with a playful note: “Hey, flat Earthers, do me a favor. If you’re going to the edge of the Earth, wear Columbia. You’ll need it. Best of luck.”
