Xyience, the Las Vegas-based energy drink maker, has signed one of the elite rock climbers in the world to help pitch its product. His name is Joe Kinder, a 33-year-old known for his impressive roster of first ascents and route development. He’s been featured in many climbing films and outdoor magazines, and his athletic skills are matched by his artistic pursuits off the rock. He’s also a filmmaker, photographer and painter. He majored in painting at the Maine College of Art in Portland before becoming a rock-climbing rock star.
