Kill Cliff

Cumberland partnered with performance beverage brand Kill Cliff to create American Spirit, an award-winning mini-documentary series showcasing gritty athletes, inspiring veterans, and resilient individuals — a perfect mirror of the brand's roots in the military, veteran support, and the Navy SEAL Foundation. The series profiled standout subjects like pro archer John Dudley, four-time Lumberjill champion Erin Lavoie, veteran survival advocate Omar "Crispy" Avila, and retired Navy SEAL Josh Bridges alongside Rich Froning and Dave Castro. American Spirit went on to win seven Telly Awards for its compelling storytelling and high production quality, becoming one of Kill Cliff's most celebrated content initiatives.