On March 20, 2017, the 2017 Snow Beer Brave the Wilds University Student Unclimbed Peak Challenge, hosted by China Resources Snow Breweries, officially kicked off. Starting today, the event is recruiting university students from across the country to join as challengers and accompanying members of the press team to conquer an unclimbed peak.
2017 marks the thirteenth year of the Brave the Wilds series. Over the past thirteen years, Brave the Wilds has left its footprint on plateaus, snow-capped mountains, polar regions, and wilderness areas. The spirit of "progress and challenge" promoted by Brave the Wilds has taken root in people's hearts.
Since 2014, an unclimbed peak has been conquered each year by brave adventurers who have left their footprints on perilous summits never before reached, marking a clear trace in the history of mountaineering and defining new heights in their own lives. In 2015, the Brave the Wilds theme campaign first focused on the university student community, attracting the attention and participation of millions of students across China and earning praise from nearly ten million students at home and abroad. On May 31, 2016, the university student adventurers participating in the 2016 Snow Beer Brave the Wilds University Student Unclimbed Peak Challenge successfully summited an unclimbed peak at an altitude of 5,116 meters, breaking the record of no previous human ascent. These young adventurers not only left their footprints on the unclimbed peak but also created unforgettable memories in their youth.
Cross rivers, traverse swamps, and keep moving forward
Trek through the snow — the 2016 Snow Beer Brave the Wilds Unclimbed Peak Challenge
In 2016, brave university student adventurers climbed with ropes and determination
On May 31, 2016, the university student adventurers successfully reached the summit
Feeling inspired? Take action now.
Brave the Wilds 2017 — if you’ve got the guts, come and join us.
"Read thousands of books, climb thousands of peaks." This is a journey of uniting knowledge with action, a thrilling test of courage that stimulates potential. At the moment of reaching the summit, what you surpass is not just the unclimbed peak beneath your feet, but also the “self” reflected in your shadow.
It’s happening now. The 2017 Snow Beer Brave the Wilds University Student Unclimbed Peak Challenge awaits bold and passionate university student adventurers ready to take on the unclimbed peak and perfectly embody the Brave the Wilds spirit. Conquering the unclimbed peak is like challenging oneself. With the future full of unknowns and new discoveries, approaching each unknown with a progressive attitude and spirit can lead to a braver and more positive life.
Starting now, follow the official WeChat account “Snow Beer Brave the Wilds” or visit the official event website at http://www.snowycty.com/ to learn more about the activity. Meanwhile, the Unclimbed Peak Challenge is also recruiting university student journalists to accompany the expedition. Stay tuned to the official WeChat for details.