Columbia CEO Tim Boyle has set social media buzzing with a tongue in cheek challenge to flat Earth believers, offering what he describes as control of a $3-billion business if they can find and photograph the fabled “edge of the Earth.”

The stunt, branded “Expedition Impossible,” is Columbia Sportswear’s latest global campaign. In an open letter published in The New York Times and shared across the company’s social channels, Boyle directly addresses flat Earthers, saying he has seen their “manifestos” and “diagrams” and inviting them to “put your map where your mouth is” by proving the planet has a hard edge.

Anyone who can reach that edge and send back a verifiable photograph, he promises, will receive “everything owned by the company,” from mannequins, coffee machines and snowshoes to

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