In this day and age of identity theft, we weren't too surprised to receive the following email from Joe Hyer, co-owner and self-proclaimed (with tongue fully planted in cheek for those who don't know him...and how can that be?) Supreme Commander of Alpine Experience in Washington:

"In case you haven’t heard yet – GI Joe’s has changed its name. The company will now simply be known as Joe’s.

Some might consider this stealing from ME, the authentic ‘JOE’ of the outdoor industry.

I, however, am choosing to consider it an homage. They have dropped the military doll, and adopted ME as their guiding light … although if they start putting up sacred shrines to me in all their stores, I will probably feel just a little self-conscious. Or perhaps not. -- Joe"



Naturally, we wonder if Joe's -- that would be the other Joe -- really thought through the strategy knowing that the face to the right could possibly become the company's public persona. He is, after all, a man of public office. We can hear the backroom debate now: Team, do we stay with the military doll thing, or go with a smiling, cuddly, bearded visage...oy vey, such choices we have to make.

Edited by herd at 04/11/2007 17:06:16 MDT.

I vote bobbleheads. I would pay big money for a Joe Hyer Bobblehead. You could sell them at the OIA Rendezvous. Get a Skip Yowell...a Fred Clark...a Kelley Woosley. Collect the whole set, trade them with your friends!