Win Hof, a 52-year-old Dutchman, is an extreme athlete who has been featured in Columbia Sportswear commercials. His feats demonstrate imperviousness to extreme cold include climbing Mount Kilimanjaro and running a full marathon in subfreezing temperatures and doing all sorts of open water swims in shorts.
Columbia Sportswear calls Hof an antispokesman for a new line of electrically heated jackets and gloves. "Wim Hof has what he calls a mental thermostat,” the narrator says, as models push illuminated buttons on coats. "Are you Wim Hof? No, no you are not Wim Hof. That’s why we created Omni-Heat Electric — it’s warmth at the touch of a button. Wim may never need it, but when you do, we’ll be waiting."