April 14, 2011 (Portland, Ore.) – Hi-Tec, a leading outdoor footwear and apparel brand, has experts once again asking “Can you really walk on water?” With the success of its sensational “Liquid Mountaineering” viral video – seen by nearly 10 million YouTube viewers – Hi-Tec has now caught the attention of The Discovery Channel’s MythBusters program.
As the popular video opens, viewers are immediately drawn in by a group of adventurers who lace up Hi-Tec’s latest trail running footwear, the V-Lite Infinity Hpi, and after a few tries, each achieve what everyone had until then deemed impossible: they run on water! Subsequently, a new sport – “Liquid Mountaineering” - is born.
With their interest piqued, the stars of the series MythBusters have been inspired to see if the appropriate footwear is indeed the key to walking or running on water. Tune in on April 20th to see what’s revealed! http://dsc.discovery.com/tv-schedules/weekly.html
“The response to the viral campaign has exceeded all of our expectations. It’s created a worldwide debate discussing whether Liquid Mountaineering is indeed possible,” said Bill Berta, Hi-Tec USA’s CEO. “The goal of the campaign was to create a piece of entertainment around our hydrophobic footwear to get people talking and thinking about the brand differently. We’ve even enjoyed a number of videos with novices attempting to walk on water that have also appeared on YouTube and other sites.”
Hi-Tec worked with CCCP, an independent production company in Amsterdam, to create the innovative viral campaign that has become one of the most viewed and discussed phenomena on YouTube this year. TV coverage of the Liquid Mountaineering piece has appeared in Japan, Brazil, Germany, the US, Australia, Korea, Spain, France and in Georgia. It has also been covered by thousands of bloggers.
With a focus on innovation, Hi-Tec has incorporated a variety of technological breakthroughs into their product lines. They were the first company to introduce the Sierra Lite hiker, which was the first ‘green’ or non-leather hiker in the outdoor industry over 30 years ago, and are the first to incorporate ion-mask™ technology, developed by UK-based P2i (with the only satellite office in Beaverton, Ore.), in their footwear. Originally used by the military to repel chemical agents, this tightly-binding treatment keeps Hi-Tec shoes, such as the V-Lite Infinity Hpi, weightless and hydrophobic – a liquid mountaineer’s dream.
For more information about Liquid Mountaineering, visit www.facebook.com/HiTecUSA.
About Hi-Tec Sports
Founded in 1974 by company Chairman Frank van Wezel, and with annual sales exceeding $250 million, Hi-Tec created the lightweight hiking category with the introduction of the Sierra Sneaker and Sierra Lite hiking boot. Today, Hi-Tec remains true to its heritage, offering technical footwear and apparel for outdoor adventure. With over three decades of product and performance technology innovation, Hi-Tec is committed to making rugged, durable products for work, trails and life, authentically inspired by the real outdoor experience. Hi-Tec USA recently moved its US headquarters from Modesto, California to Portland, Oregon. The 7,300 square-foot facility in downtown Portland houses Hi-Tec USA’s administrative, sales and marketing staff, and officially opens in June 2011. Global headquarters are also relocating from London to Amsterdam this month.
Hi-Tec Sports USA is a subsidiary of Hi-Tec Sports, PLC, London, England Hi-Tec products are sold in over 70 countries worldwide. For more information, visit www.hi-tec.com and follow us on facebook.com/hitecusa and twitter/hitecusa.