Columbia is taking aim at billionaire tech bros building survival bunkers by giving everyone else a chance to get one too. The brand is giving away a fully stocked, off-grid bunker to whoever can best demonstrate their outdoor survival skills. Built inside a modified shipping container, the “Don’t Panic Room” comes complete with everything from survival tools and Columbia gear to canned puffer jackets — ready to be opened when the world goes to sh*t. By turning its performance promise into an absurdly ambitious prize, Columbia brings its “Engineered for Whatever” platform to life with a provocative, tongue-in-cheek campaign that makes survivalism accessible to the rest of us.
