“Joe’s boundless energy is the perfect match for the XYIENCE Xenergy brand,” said Aimee Wenske, XYIENCE’s brand and social media manager. “His accomplishments in rock climbing are a testament to a lifestyle that’s centered on health and fitness, and his personal motto of “Always psyched” communicates our brand philosophy: Power to Win.”
Climbing professionally for 15 years, Kinder has completed over 160 routes in the 5.14 grade, including several that are 5.14d. He’s been featured in numerous climbing films and national outdoor publications such as Climbing and Rock & Ice, among others. Kinder’s athletic talent is matched by his artistic endeavors off the rock. A filmmaker, photographer and painter, he majored in painting at the Maine College of Art in Portland, ME prior to becoming a professional athlete.
“Climbing has given me so many amazing opportunities to travel and focus on achieving my goals. I’m excited to work with a brand that will enable me to pay that good fortune forward and inspire others,” said Kinder. “I am honored to be on the XYIENCE team and look forward to working with the other athletes to promote the Power to Win mentality.”
As a part of his contract, Kinder, who lives part-time in Las Vegas where XYIENCE is headquartered, will lend his artistic talent to the brand by creating videos that bring to life the brand’s Power to Win ideology. For these projects he will join forces with XYIENCE’s team of pro-UFC athletes like Dan Hardy and Mark Muñoz.
“In both product and content development, XYIENCE is committed to supporting our consumers in leading a fit and active lifestyle,” said John Lennon, XYIENCE’s president. “As our first professional outdoor athlete, Joe will help us communicate our brand message and continue to build those meaningful connections developed with our Power to Win campaign.”