As climbing culture continues to expand and transform, we're bound to see more non-endemic brands reach in for those eyes and wallets. The resultant rush of climbing content has been making waves from the crag to the comments section, with no shortage of gatekeeping vibes alongside some valid critiques. As boulders get busier, brands need to approach this growing community with care. Consider this a free consult for lifestyle and fashion brands looking to tap in: hiring real climbers as crew and talent will give your images authenticity and ensure that what you're depicting won't get anyone hurt. Keep in mind, climbers smell bullshit a mile away, so be respectful of the culture you're borrowing from and selling to. We've included a range of rock-centric campaign images from some of the best to uhh... not best in the carousel. Thoughts?