A hundred thousand for nothing: Columbia challenges flat-earthers (3 photos + 1 video)

Category: Interesting photo stories, PEGI 0+

Today, 19:05

While Yuri Loza continues to convince everyone that Antarctica is an ice wall surrounding a flat Earth, American activewear brand Columbia Sportswear has unveiled one of the boldest and wittiest marketing campaigns of 2025, aimed at flat-earthers.

In early December, the company published an open letter from CEO Tim Boyle challenging flat-earthers to a unique challenge. Columbia Sportswear is offering $100,000 to anyone who can reach the edge of the Earth and take a photo of the absolute void, where flat-Earthers believe our planet ends and the endless abyss begins.

To be clear, they include a few things that aren't "the edge of the Earth," such as: "The tip of a cliff in Seattle. A dead end in Kansas. Or your friend Dave legally changing his name to 'The Edge.'"

At first glance, this offer may seem like a generous gesture. However, the letter contains an important legal disclaimer. The prize isn't Columbia Sportswear's own money, but rather the assets of a subsidiary created specifically for the campaign, The Company. These assets include inventory, office furniture, appliances, and even houseplants. Thus, even if someone presents irrefutable proof of the existence of the edge of the Earth, the brand's core business will remain unchanged. They're playing it safe, just in case...

Here, Tim clearly demonstrates what he'll give to anyone who actually proves the Earth is flat.

The campaign launched on December 2, 2025, with the publication of a letter in The New York Times and the release of a viral video on Columbia's official channel. The idea came from London-based creative agency adam&eveDDB, whose employees accidentally spotted the Flat Earth Society's office and decided to turn the absurd theory into a powerful marketing tool. The main requirement for participants is that the photo must be taken wearing Columbia clothing and at the actual edge of the world.