Liquid Death Superfan Survives Skydiving Crash and Gets...A Lousy T-Shirt

The brand makes a mini-doc chronicling a Utah man's dramatic fall and launches merchandise to raise money for his recovery

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Utah resident Austin Measles jumped from a plane, crash landed at 70 mph, broke 52 bones, nearly died…and all he got was this lousy t-shirt.

That’s the top-line description, Liquid Death style, of an incredible survival story at the center of the brand’s new documentary film, “Hard to Kill.”

The video, which clocks in at just over four minutes, chronicles the tragic skydiving accident that happened in May and Measles’ first words after waking up from a coma: As a self-professed Liquid Death superfan, he name-checked the canned water brand with the punk rock attitude.

By doing so, Measles inadvertently created the design for the merchandise via a scrawled message to his ICU caretakers.




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