Opinion: Rethinking Risk – Beyond the Edge

Steph Davis free solos Jah Man on the Sister Superior Tower in Castle Valley, Moab, Utah. The connected tag line is to her BASE jumping rig hauled up to the summit for her BASE-jumping descent. Photograph by Keith Ladzinski In an era in which athletes are willing to take increasingly greater risks in front of the camera, is it ethical for brands to promote and benefit from this willingness? Clif Bar says no for its company.