Instead, it devoted 75 percent of its marketing budget, as well as the lion’s share of its employees’ time, to sponsoring and producing between one thousand and two thousand local, regional, and national events around the country every year, many of which were organized, run, and staffed by Clif Bar’s own people. It also supported more than one thousand amateur and professional athletes—its ambassadors to the world of cyclists, climbers, and other sportspeople who made up its original customer base. Through the competitions its athletes took part in, the events its employees put on, and the
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