# Miracles as Athletic Events Viral Hi-Tec 'Liquid Mountaineering' Ad Shows Sport's Holiest Game By Vittoria Natarelli | Published 2010-05-12 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hi-tec-liquid-mountaineering References: [adsoftheworld](http://adsoftheworld.com/media/online/hitec_liquid_mountaineering) & [hi-tec](http://www.hi-tec.com/uk/) We haven't seen people walk on water since biblical times, but this Hi-Tec 'Liquid Mountaineering' [viral advertises](https://www.trendhunter.com/trends/adidas-you-got-this) it as a new sport. With a Jesus statue hanging in the window of their van, the joke is obvious and completely hilarious. In their [waterproof shoes](https://www.trendhunter.com/trends/the-path-we-walk), this group of athletes practices their technique of running on water. The very believable footage doesn't have you second-guessing until the very end. No, these athletes are not actually running on water, but their shoes withstood the water exposure, making the Hi-Tec 'Liquid Mountaineering' commercial actually successful. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 77% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Why This Trend Is Growing - **Waterproof Sport Shoes:** There is an opportunity for innovators to create technologically advanced waterproof sport shoes for athletes to push the boundaries of their training. - **Viral Advertising:** Marketers can explore the idea of creating viral advertisements that use humor and unexpected scenarios to capture viewers' attention and create buzz around a product or brand. - **Extreme Sports:** The popularity of extreme sports and unconventional athletic challenges continues to rise, providing an opportunity for companies to develop unique sporting events that capture people's imagination. ### Industries Being Reshaped - **Sportswear:** The sportswear industry can capitalize on the demand for technologically advanced and waterproof shoes to enhance athletes' performance in various sports. - **Advertising:** The advertising industry can explore the concept of viral marketing campaigns that leverage humor and unexpected scenarios to create brand awareness and engagement. - **Extreme Sports Events:** Companies specializing in organizing extreme sports events can create new and unique experiences that go beyond traditional sports and attract adventure-seeking athletes and spectators. ## Related on Trend Hunter - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md) - [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md) - [Halocline Waterproof Shoes](https://www.trendhunter.com/trends/waterproofshoe.md) - [Tech Fashion Sport Campaigns](https://www.trendhunter.com/trends/athletic-intelligence-is-here.md) - [Football Athlete-Headed Footwear Campaigns](https://www.trendhunter.com/trends/travis-hunter.md) - [Outdoor Adventure-Inspired Footwear Campaigns](https://www.trendhunter.com/trends/the-path-we-walk.md) - [Horror-Inspired Sports Campaigns](https://www.trendhunter.com/trends/scary-good-campaign.md)