Hi-Tec Comes Clean: Liquid Mountaineering Campaign a Hoax

Global Sport and Outdoor Brand Hi-Tec finally admitted this month that they were the force behind the massively viral ‘Liquid Mountaineering’ video that has taken the Internet by storm over the past several weeks. The video, which shows a group of outdoorsmen literally running on water thanks to Hi-Tec shoes and has sparked controversy and conversation on the Web, has been confirmed a hoax.

I outed the company in a post I wrote last month about the ‘Liquid Mountaineering’ campaign. However, Douglas Quenqua of ClickZ spoke with Hi-Tec’s US PR manager, Dayna Panales, several days after my post and reported that Hi-Tec said they “had zero to do with” the campaign. In his post, Quenqua quotes Panales as saying, “Our Polish office gave these guys shoes and clothes as a quote-unquote sponsorship for their sport, and that’s the only involvement we had.” As it turns out, Panales statement was nothing but a cover up to hide the truth about the campaign for a while longer until Hi-Tec deemed it appropriate to come clean.