Interesting. I'm a long-time rock climber, and a handful (or two) of years ago, Adidas jumped into that market by purchasing a well-respected shoe maker (Five

Interesting. I'm a long-time rock climber, and a handful (or two) of years ago, Adidas jumped into that market by purchasing a well-respected shoe maker (Five Ten). They continue to produce shoes under the Five Ten brand, but Adidas also sponsors a bunch of professional climbers. There is some cultural backlash in climbing, but mostly around the increasing commodification of the sport (which has always been seen as anti-establishment). Even those folks who rue big climbing competitions and big "shows" (the Dawn Wall climb) still wear Five Ten.