Using climbers to promote apps

You know how mainstream apps have gotten when willing to approach ultra-niche sports such as climbing to get their sponsored athletes to promote a new app:
 

Looks like a great concept as an app, but the website display format perhaps needs a full-screen option.

 

 

*Interestingly, Emily Harrington is also the climber in the most recent iPad commercial:

We're humbled and inspired by what people do with iPad. So we set out to capture some of their stories. What will your verse be? http://www.apple.com/your-verse


Neal McQuaid