The most ingenious (and brazen) product placement of 2010? Sending 33 pairs of Oakley Radar shades down the tube to the Chilean miners trapped for months underground. The wraparound lenses' Black Iridium coating helped the men's eyes readapt to the sunlight. The distinctive frame also helped roughly a billion viewers see that the miners were sporting Oakleys. $180; oakley.com
"People I met called me a modern-day Forrest Gump. I'd say I was a little faster than Forrest."
—Ultramarathoner Karl Meltzer on running 2,064 miles along the historical Pony Express route in 40 days, finishing on October 25
"You've got crazy gravity pulling you down, but you still have time to think about what you're going to eat for lunch."
—Downhill skateboarder Mischo Erban on clocking a record 80.83 miles per hour on an undisclosed Colorado road in September
"It's just running to the top of Africa and back. It's not a long experience."
—Spanish mountaineer Kilian Jornet Burgada on climbing 19,340-foot Mount Kilimanjaro in a record seven hours and 14 minutes round-trip in September
THIS MONTH IN EVEREST
3G cell service is now available on Mount Everest, thanks to Swedish phone giant TeliaSonera. Yes, sat phones already enabled transmissions, but regular old cell service will undoubtedly cause an uptick in the blather. The only question now is who will be the first to update his Facebook page from the summit.