UKC

OI NEWS: The Journey - There's More to Life than First Ascents

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 UKC Gear 30 Apr 2013
MH Journey - Slack Line, 5 kbMountain Hardwear is inspired by the way its athletes redefine the limits of their sports and by the way they live their lives. This article covers a journey made by 8 Mountain Hardwear athletes on a road trip to Taghia to conquer Morocco's remote mountains and unclimbed rock.

Read more at http://www.ukclimbing.com/gear/news.php?id=5416
 Fredt 30 Apr 2013
In reply to UKC Gear:

Wow! News! Some people try to combine everyday life and having adventures!

 martinph78 30 Apr 2013
In reply to UKC Gear:

So, where do I sign up for the next trip? I look pretty good in lime green
 Blue Straggler 01 May 2013
In reply to all:

When something is honestly announced as "OI News" you should pay attention. OI = Outdoor Industry or Industries

So "OI News" does mean what you might call "puff pieces".
UKC has been very clear and honest about this from the outset.
ice.solo 01 May 2013
In reply to UKC Gear:

its somewhat funny that ueli steck is MHW sponsored. i wonder if his latest adventure will make it into a shiny promo article...
 lennym 01 May 2013
In reply to Blue Straggler:

> So "OI News" does mean what you might call "puff pieces".
> UKC has been very clear and honest about this from the outset.

Exactly, I don't mind obvious press-releases like this one really. UKC still has to pay the bills if we want to be able to use it for free, and it's very clear from the outset that it's an advertising feature.

And at least some of the photos are quite impressive, even if the prose leaves a little to be desired.
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