We get a lot of press releases leading up to Outdoor Retailer, but the best one I've received this month came today from footwear brand Hi-Tec:
Hi-Tec Sports today announced it is petitioning the International Olympic Committee to have “Liquid Mountaineering” officially recognized as an Olympic sport and considered for the 2012 Olympic Games in London, England.
In 2010, Hi-Tec brought to the world’s attention the thrilling new sport of Liquid Mountaineering. The sport achieves what man has tried to do for centuries: walk, or more precisely, run on water.
“Liquid Mountaineering is a dangerous, competitive new sport for the elite athlete with extensive training in the craft. It’s thrilling to watch, as more than 8 million viewers have already discovered on YouTube,” said Erika Bruhn, Marketing Director, North America for Hi-Tec Sports. “Liquid Mountaineering is a new sport that requires running very fast on the water, hitting the water on a slight curve, and skimming on the water like a rock, with the first step being critical. It takes much more skill than many current competitive sports.”
For nearly a year, Liquid Mountaineering has caused a global ripple effect in online media, such as Facebook and YouTube, with more than 8,350,000 views on YouTube alone. The sport was championed in Europe by Ulf Gartner and brought to prominence by a team of elite athletes including Miguel Delfortrie, Sebastian Vanderwerf, and is now being enjoyed in competitions in North and South America and the Asia-Pacific.
Maybe it's because I like running, mountaineering, and secretly wish I was an almighty redeemer or super hero, but this was a welcome change from the usual press release.
Read the full text on hi-tec.com.