SCARPA, one of the world’s leaders in performance mountain footwear, added climber Jordan Cannon, a longtime grassroots brand ambassador, to its professional athlete team. Cannon became the fifth person to free-climb “Golden Gate” (5.13) on El Cap in under 24 hours in November 2020, and is continuing to push the envelope this upcoming season.
Cannon discovered rock climbing in college, which led him to move into his van and travel around the U.S. full-time, climbing wherever the road took him next. His climbing style, shaped by years spent big-wall climbing in Yosemite, traditional first ascents at Donner Summit and free-soloing long routes in the High Sierra, relies on performance footwear with the highest quality construction.
Cannon is a longtime SCARPA advocate, and has worked with the brand on a grassroots level for years. He renewed his partnership with SCARPA this year as a member of their national team, a natural evolution in the relationship as his core values and athletic pursuits continue to align with SCARPA’s ethos. Cannon finds inspiration and motivation within the friendships and mentorship he’s been afforded during his time spent pursuing climbing. He’s also proud to serve as a mentor on SCARPA’s Athlete Mentorship Program that aims to promote Diversity, Equity and Inclusion within the Outdoor Industry and its sports.
“We’re so excited and proud to support Jordan as he moves forward as a climber,” said Stefanie Kamm, athlete manager for SCARPA North America. “His dedication and pure passion for the sport is contagious, and we know he’ll add a valuable voice and energy to our team. We can’t wait to see what this season holds for him.
About SCARPA and SCARPA North America
Founded in 1938, SCARPA builds performance footwear for climbing, hiking, skiing, mountaineering, trail running and other outdoor pursuits from its headquarters in Asolo, Italy. SCARPA has been owned and operated by the Parisotto family since 1956. In 2005, SCARPA opened its North American headquarters in Boulder, Colo., staffed and directed by veterans of the North American outdoor industry, to oversee sales, marketing and distribution in the U.S., Canada and South America. For more information about SCARPA footwear, visit www.scarpa.com.