Brands love sending logos up into the sky and past. Billboards, blimps, skywriting, ballpark jumbotrons, area fits. It’s for the eyeballs, positive, however maybe there’s one thing else at play, as if placement within the path of the heavens may counsel divine endorsement.

Nah. It’s most likely only for the eyeballs.

But a current collaboration between Columbia Sportswear and Houston, Texas-based Intuitive Machines extends past typical emblem shenanigans. Intuitive is one in every of a handful of personal firms which have contracted with NASA underneath the Commercial Lunar Payload Services program. These companies might be delivering payload to the moon to help broader NASA analysis missions. The firm’s lander, Nova-C, is slated to launch aboard the IM-I Mission in March. When that occurs, Nova-C might be America’s first go to to the floor in additional than 50 years.

But Columbia? For out of doors manufacturers, there has at all times been a sure cachet to gear-testing in impossibly harsh situations. For harsh, area is hard to beat, with temperatures starting from -250 to +250 levels Fahrenheit. That’s why Columbia desires you to know that its Omni-Heat Infinity tech, the identical shimmery gold materials lining the within of ski jackets and different cold-weather gear, might be insulating Nova-C’s outer panels.

Initially impressed by area blankets, Omni-Heat Infinity was developed by textile chemistry professional Haskell Backham, who now serves as Columbia’s senior director of innovation. Just a few years in the past, Intuitive reached out to Columbia in quest of extra typical sponsorship—give us cash, we’ll ship up your model.

But overlapping curiosity in materials science led to real collaboration. Intuitive’s thermal modeling “revealed that Omni-Heat Infinity provides a benefit for heat reflection when used as a panel covering, and that is where the technology will be used on the Nova-C,” says Josh Bluth, a senior mechanical engineer at Intuitive Machines.

Could the agency have discovered or developed a unique materials for this function, unrelated to an out of doors model? Maybe. But it didn’t, so chalk one up for Columbia. Its materials—and emblem—will get prime billing in a location that’s arduous to overlook.

Update: November 11 at 5pm. An earlier model of this story misidentified the Intuitive Machines worker interviewed for this story. An replace has corrected that error, and in addition added extra element in regards to the elements of the lander the place the Omni-Heat Infinity materials might be utilized.