USA Climbing

Our partnership with USA Climbing debuted at the Tokyo Olympics, helped introduce Prudential to a fresh audience. From there, we launched Breaking Barriers—a campaign celebrating climbers, gyms, and employees making waves in LGBTQAI+ and Black communities. It grew into a movement, redefining access and smashing stereotypes. Oh, and Breaking Barriers? It snagged “Best in Show” at the 2023 FCS Awards.