Within this framework we are dedicated to creating professional quality content to the internet via YouTube, Instagram, Flickr, and Facebook. It is our feeling that advertisers will be provided massive opportunity to find people who represent their major demographic. A demographic that is nearly unrecognized in ad campaigns, yet supports a lions share of the market.
Everywhere you go, you see the climbing greats, “the beautiful people,” doing incredible things. Not to take anything away from that- their accomplishments are amazing. They were able to achieve superhuman greatness by leading a life that has only one responsibility- to climb. Eating and clothing optional, sleeping outdoors for most of the year, or living in van down by the crag- the “Dirtbag” M.O.
Where is the climber who has responsibilities? Where is the middle aged man who struggles to balance fitness with career, and involve the family in thrilling outdoor pursuits? Where in product advertising is this demographic represented? Is not this the majority of climbers? We are the ones who have the career that affords the gear, that takes out the new kids, our children, and introduce friends to these amazing sports. It is our purchases that eventually wind their way back to the dirtbag climbers through product endorsements and the like. Wouldn’t it be great to advertise an image of those who actually support outdoor industry? Maybe a Jack-of-all-trades? Iaintjack. Master them all.




