EL DORADO CANYON, Colo. -
A Colorado outdoor company had a unique way to build buzz in its target audience – it set up a pop-up shop on the side of a cliff.
37.5 Technology is known for its temperature-controlling clothing it dubbed the “world’s most remote pop-up.” The shop was perched on the side of the Bastille Wall in Eldorado Canyon. It was opened from sunrise to sunset manned by an expert climber who handed outerwear gear to fellow athletes.
According to Adweek, the stunt raised $15,000 for local climbing route improvements and “aims to draw attention to the current hot-button issue of public land preservation.”