Clif Bar reinvigorated an industry debate about how brands should approach sponsoring athletes who participate in high-risk activities when Outside magazine reported it dropped five climbers from its athlete roster because they appeared in a film participating in B.A.S.E. jumping and free-soloing.
In a Nov. 13 “Letter to the Climbing Community,” Clif Bar posted on its web site after news of its decision set off a debate on line, Clif Bar also announced it would no longer sponsor climbers who are primarily recognized for free-soloing, B.A.S.E. jumping and highlining. The company said it came to the decision after more than a year of internal discussions about its concerns about the activities.
“We concluded that these forms of the sport are pushing boundaries and taking the element of risk to a place where we as a company are no longer willing to go,” Clif Bar explained in its Nov. 13 letter. “We understand that some climbers feel these forms of climbing are pushing the sport to new frontiers. But we no longer feel good about benefitting from the amount of risk certain athletes are taking in areas of the sport where there is no margin for error; where there is no safety net.”
The company said its decision ultimately came down to “a sense of responsibility to our own story, what we endorse and the activities that we encourage-which is largely reflected in our sponsorship of athletes. This isnt about drawing a line for the sport or limiting athletes from pursuing their passions. Were drawing a line for ourselves. We understand that this is a grey area, but we felt a need to start somewhere and start now.”
The letter triggered hundreds of responses of support and condemnation on Clif Bar’s Facebook page.
