Columbia Sportswear’s Spokesman Has No Need For Its Products [Headlines]

Columbia Sportswear’s Spokesman Has No Need For Its Products [Headlines]

In a series of commercials, Columbia Sportswear uses Wim Hof, an 'antispokesman' noted for his underdressed confrontations with nature, to draw buyers.

Nestor Bailly, PSFK
  • 7 november 2011

A new commercial for Columbia Sportswear opens on a snowy landscape in the Lapland region of Northern Finland, where a bearded man runs barefoot, wearing only shorts and running across a frozen lake. After jumping into a hole cut into the ice, he resurfaces from another hole, and then is buried up to his neck in snow in an acrylic glass box.

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