'Snap a picture': Billionaire CEO announces ‘open challenge’ to flat-Earthers worth $1 million

For many of us, the concept of a flat Earth is only a fantasy. However, to many, it is a confidently believed reality. The debate has been ongoing for decades, and more than proving the shape of the Earth, it is up to the people to decide what to believe. Earlier this December, Tim Boyle, CEO of Columbia Sportswear (@columbia1938), decided to step into the challenge with a twist, per International Business Times. The man asked flat-Earthers to prove that the planet is really flat, as they claim. In return, he put his biggest asset on the line.

Flat Earth Theory. The public domain furnishes elements of this image. (Representative Image Source: Getty Images/NASA images | Photo by Martin Wimmer)

Sharing his challenge openly in a video on Instagram, the billionaire addressed all the flat-Earthers with his “Expedition Impossible” marketing campaign. He said, “You guys claim there’s an end to the Earth? Well, just go snap a picture.” In return, he said, the winner gets “all the assets.” “No paperwork, no lawyers,” he remarked. He seemed to be chill about this situation, although many worry that it might be a welcome invitation to scammers. Walking around his office, pointing to the sportswear, the meeting room, the machinery, and every other asset, he deliberately noted that the winner could have it all.

To the relief of viewers, Boyle carefully noted that participants cannot fool their way into victory. When they say “edge” of the Earth, the company wants a “visible, physical end to the planet Earth.” Though Boyle set up a great and lively challenge to give away his family-run business for the campaign video, the caption also clearly clarified the situation to steer attention away from Columbia Sportswear's own net worth (roughly $3 billion). “The company refers to ‘The Company, LLC’ with assets which are valued at $100,000.” This means that the winner still gets a ginormous sum, keeping the enthusiasm as high as it was. The concept of the shape of the Earth has been believed to be round forever. There is a heap of evidence supporting the same, per The Daily Mail.

Dr. Ian Whittaker, a lecturer in physics at Nottingham Trent University, explains that the reason why we see a straight horizon is that we are on the ground rather than in space. From our viewpoint, it’s not possible to see the curvature of the planet, so what we see is a horizon. Sharing an instance, he said, “You look at a basketball and see the full curvature because you are massive compared to it. Now, imagine a microbe on the surface. What would it see? It would just be a vast expanse of flat area because its height compared to the curvature of the ball is tiny.” 

The idea that the planet might be flat began in the 19th century with Samuel Rowbotham. The man put out Zetetic Astronomy to the world and claimed that the Earth is a flat disc. After his thought, many worked towards bringing it into the 21st century. And ever since, flat-Earthers refuse to shake their belief in the planet's flatness. According to the Economic Times, they even refute what NASA displays. NASA astronaut Terry Virts previously addressed Atlanta-based rapper B.o.B.'s 2017 fundraiser to launch a satellite to prove the planet's shape, offering a straightforward response: "I can save BoB a lot of money — the Earth is round. I flew around it."

@spacemanedu shared a video of an astronaut in space, evidently recording the curve of the Earth. However, a belief is a belief. In a post shared by @FlatEarthZone, they shared their perspective. “There is simply no curvature at any altitude and the horizon always rises to the eye level of the viewer. If the earth were a ball, the horizon would constantly drop as you ascended.” Concluding his message with the mind of a businessman, Boyle said, “You’re going to the ends of the Earth? Wear Columbia, you’ll need it. Best of luck!” @theeverkades said, “Columbia calling out the flat earthers was not on my 2025 bingo card but I’m here for it.” @dfailleh added, “This is by far the best campaign I’ve seen lately!” 

You can follow @columbia1938 on Instagram to keep up with the challenge and follow @spaceduman on TikTok for more content on space and astronomy.

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