A series of activities initiated by the Kellogg brand are aimed at detecting and climbing routes that have never been climbed or peaks that have never reached the top. The ultimate goal is to establish a perfect mountain database, provide perfect mountain and mountaineering data for the majority of mountaineering enthusiasts, and provide more data support for mountain environmental protection. Kellogg's "Not Reaching the Summit" is an exploratory activity. Kellogg hopes that through this plan, people will know more about the unknown areas of our world and stimulate people's desire for unknown exploration. Since its establishment in 2006, it has supported more than 30 climbing expeditions, about half of which successfully completed the first landing or new route.

2. "China looking for rocks"

"Kaileshi Rock Search China" is an activity that organizes teams composed of international and domestic rock climbers from time to time to find new undeveloped rock areas in China and develop high-quality rock climbing routes. Those rock walls hidden in the Shan Ye are the most fascinating landscapes in the world, the most spiritual dwellings of nature and the holy places that climbers yearn for most. And China, the rock Seeker of Lekaishi, is the presenter of these clever and beautiful rock walls. Since the summer of 20 12, Kaileshi's "rock-seeking China" activity was launched for the first time in Yangshuo, and since the rock-seeking tour on 9.6 million square kilometers of land was grandly started, top climbers at home and abroad have joined it one after another to form alignment teams, with footprints all over the country. As soon as they stood down, they discovered the little-known and high-quality rock wall resources in China, and at the same time opened up many interesting new routes for local rock friends, attracting many rock climbers to share the fun on the rock wall. Kaileshi hopes that through the activity of "Looking for Rock Climbing China", more people will love and participate in rock climbing, and more rock friends will experience the pleasure of climbing natural rock walls, thus promoting the development of rock climbing in China.

3. Yangshuo Rock Climbing Festival

As the most famous rock climbing resort in China, Yangshuo attracts people from all over the world to experience the charm of rock climbing every year. Since 20 1 1, Kaileshi brand has held four "Yangshuo Rock Climbing Festival" activities, which gathered rock climbers from all over the world, provided them with a platform for mutual communication, strengthened interaction with Chinese and foreign rock friends, created a good opportunity for beginners to experience and train and teach, and successfully promoted and promoted the development of rock climbing in China.

4. "Rock Climbing Hope Star"

Kaileshi's "Rock Climbing Hope Star" national youth promotion activity is a large-scale activity led by chinese mountaineering association 20 13, which introduces, trains, selects young people through professional rock climbing institutions in various places, evaluates local rock climbing hope stars, and then conducts national training to select national rock climbing hope stars. Activities include experience, games, teaching, training and competition, indoor and outdoor, artificial rock wall, natural rock wall combination and field survival skills. And interspersed with rich-level events such as the World Youth Championship and the National Youth Championship. In 20 14, the promotion activities increased from 16 in 20 13 to 50 rock gymnasiums in 40 cities across the country, and more than 6,000 teenagers participated in the activities. The promotion activities lasting for two years have made more and more young people feel the charm of rock climbing, and it has also evolved into a festival for young rock climbers in China to exchange and get together. In 20 15, 60 cities and 120 promotion points were added nationwide, and as many as 200 rock climbing promotion activities were held, with 50,000 participants and10,000 rock climbers. In the future, Kellogg will continue to join hands with China Xie Deng to pay attention to the long-term and all-round development of young people.

5. "Kaileshi Siguniang Mountain Climbing Ice and Snow Festival"

There are hundreds of ice walls in Shuangqiaogou of Siguniang Mountain, including more than 30 experiential ice walls, and the rest are moderately difficult ice walls. It is the only ice climbing shrine in China with many ice walls, different difficulties and convenient transportation. Kaileshi held the "Kaileshi Siguniang Mountain Ice Climbing Festival" from 2 0 12. Through the success of the four competitions, a high-quality ice climbing platform has been built for domestic ice climbing enthusiasts.

6 "Kaileshi Dry Climbing Competition"

Dry climbing was first introduced to China. Dry rock climbing is a sport of climbing with ice picks and claws. Dry climbing is the result of the comprehensive development of rock climbing, ice climbing and many modern sports rock climbing. In 2 0 13, Kellogg introduced the "dry climbing" project to China for the first time and began to hold the "Kellogg Dry Climbing Competition", which was the largest dry climbing competition held in China for the first time. Nearly 100 climbers from the United States, Canada, Britain, Poland, Taiwan Province, Hongkong, Singapore and other countries and regions participated in this activity. As a professional outdoor brand that has been committed to promoting the development of folk mountaineering adventure, Kellogg has been actively promoting dry climbing in China. It is not only the first dry climbing competition held in China, but also the annual Yangshuo Rock Climbing Festival, Chengdu Railway Station Mountaineering School Exchange Meeting, Siguniang Mountain Ice Climbing Festival, etc., which makes dry climbing shine in China and arouse the widespread concern of rock climbers. Kaileshi hopes that through the competition, more fans will feel the charm of dry climbing and create conditions for fans to interact and communicate.