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

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.

The New York Times

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