An Open Letter to Clif Bar
Dear Clif Bar,
Recently I read that you dismissed 5 longtime athlete employees for undertaking risky behavior in their outdoor endeavors. I understand all sides here. I get it. You can’t condone climbers taking deadly risks while they can’t stop being the climbers that made them renown. This is the price of doing business.
I love your products and I dig the spirit behind your company. So I’ve been thinking about how you’ll replace those positions. You no doubt are well on your way to selecting a few more elite and high-profile athletes to fill these open slots. You are searching and asking who will be given the opportunity to hold the Clif bar banner high as they undertake awe-inspiring adventures on mountains and trails? Great question. I’d like to suggest and answer.
Try something a little different. I know you have an ambassador program. And that’s great. They’ve represented Clif Bar well. But instead of hiring a few more high-profile elite athletes or adding to a brand ambassador program, select a few people who’ve overcome the odds to fight trough personal tragedy, who’ve conquered weight or bad health to reshape themselves into healthy humans. Don’t pay them. Instead sponsor their active life for a year. Give them gear, give them fuel, and give them a place on your website. Help them find a goal to pursue, assist them in getting there, send them Clif product, and show the world that all it takes to reshape or reclaim your life is one step on a run, one pedal of a bike, one climb up a mountain.
Sponsor the everyman or everywoman. This is more than an ambassador program. This is a chance to show the public that Clif Bar celebrates and supports all athletes, big or small, short or tall, Age Group winners or those of us who bring up the middle and rear of races. Clif Bar products sustain us as we pursue personal goals that may not impress the pro athletes under your care, but make sons and daughters proud of their mom or dad who rises each morning to improve their health, to reach for a dream, and to earn a few more healthy years on this Earth to spend with friends and family and to find inspiration and adventure
This is my appeal to you.