Hasta La Creative!

Opening a pop-up store on the side of a 300-foot cliff might not sound like an obvious way to attract passersby. But if your target market is outdoor types, it’s a spectacular idea.

37.5 Technology, which makes advanced fabrics and materials found in outdoor apparel among other items, opened the “Cliffside Shop” this week on the Bastille Wall in Eldorado Canyon, just outside Boulder, Colo. As part of the stunt, the brand supplied climbers with apparel from Adidas, Rab and Point6, all made with its 37.5 Technology fabrics. Dave Bywater, an experienced climbing ranger and 37.5 employee, manned the shop all day, serving customers including well-known climbers Lynn Hill, Jesse Huey and James Lucas.

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