How far will climbers go to score free gear from Adidas, Rab and Point6?

We may now have an answer thanks to Cocona Inc., the producer of 37.5 Technology, which opened a cliffside shop 300 feet in the air. The “shop” on Bastille Wall in Eldorado Canyon, CO, not far from where Cocona is headquartered, handed out apparel made with 37.5 Technology to climbers near the top of the crag.

“For more than a decade, we’ve gone to the ends of the earth to create performance-enhancing materials for athletes,” said Jeff Bowman, CEO of Cocona Inc. “But now we’ve gone to the ends of the earth to get it to them.”

Dave Bywater, 11-year climbing ranger in Grand Teton National Park and Cocona employee, manned the shop from sunrise to sunset outfitting climbers.

Cocona also raised awareness and support of its ongoing mission to provide access to public lands for climbing by donating $5,000 each to the Access Fund, the American Alpine Club and the Action Committee for Eldorado (ACE) to replace aging anchors.

You can check out the crag-and-swag action below.

Photo and video courtesy Cocona