The Project

Some people take the easy way. YETI Ambassador Alex Megos has never been one of them.

The campaign platform "Far From Grounded" may have been crafted in our boardroom, but it was brought to life in the only way that's right for YETI: out in the wild. So we followed Alex to the top, with the gear that's up for anything, and both rose to the occasion.

At just 19 years old, Alex became the first climber in history to onsight a 9a route. He climbed it clean, first try, with zero prior attempts. He's been chasing that high ever since. Filmed on the side of a crag in Bavaria where Alex first learned to climb, this campaign celebrates irrational commitment; the ones who do things the hard way, on purpose.

The Results

Far From Grounded lifted purchase consideration in key markets by double digits. Proof that real stories are always worth the climb.