Patagonia sponsored Steve House and Vince Anderson climbed Nanga Parbat in six days in “pure alpine style. It was a new direct route on the Rupal Face, a wall with the largest relief of any wall in the world (14,000 feet)”.
For this they won the Oscar of Mountain Climbing â€” the Piolet d’Or (French for The Golden Ice Axe).
Nice use of the internet! I like this company.
UPDATE: For a terrific article about the controversial Steve House, check The Devil Wears Patagonia – Outside magazine