I'm really glad you chimed in John...it helps to know the purpose and from your post, passion for the project. It is clearly not the normally way to say "God is with us." but as I read your post and looked at the sites explanation of the products I do appreciate that it could be used to share Christ.

The delivery is certainly pushing the boundaries of the definition of evangelism but hopefully it creates conversations like this that allow people to share that Christ is always there and cares about who we are.

as creative director at fishermen it is rather easy for me to see and understand the purpose/intent of our product, to the point that it baffles the mind when others don't! we live in times where it is quite easy to forget that Jesus walks with us, and it is easy to forget that we are not alone. we here at fishermen simply want to create a product that reminds all that He is with us! that is it! Jesus is with the football player, the cowboy, the surfer, as well as with the soldier. there was a time where i used to apologize to those that don't get our product. i don't any more for i cannot apologize for my faith and for what i believe. it is not our intent to offend but our focus is on a higher goal...to help remind and to uplift.

It's interesting what they say on their homepage:

"Our goal is to introduce the most thought provoking, intriguing products that remind us of His eternal and enduring presence."

Thought provoking and intriguing...certainly. I struggle a bit on how this reminds me of His eternal and enduring presence.

If you look at the founder's message he contributes the product line to have begun with God, during a time of despair, reminding him "I am ALWAYS with you." along with the image of Christ on a motorcycle riding across the open roads of America.

Honestly, I think his motives might be pure. Not sure it really accomplishes the purpose, but at least it sounds like he has one. I can see them, possibly, useful as conversation starters to the skater that thinks no one understands, to the football player that only thinks about sports and maybe they can open a door.

This reporter has an interesting take (and reminds us that Christ wouldn't need a surf board to surf)

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I have no problem with Jesus as a cowboy. 1st century Palestine Jesus was a carpenter. If Jesus lived in 21st century Wyoming instead, he'd probably have been a cowboy.

The question for me isn't whether or not it's right or wrong to portray Jesus as a cowboy, but rather what does it accomplish? Does Jesus as a cowboy lead people closer to Jesus, or is it just a gimmick (I have no problem with gimmicks, as long as they're purposeful gimmicks)?

Stuff like this I see not as an example of creativity - whether pushed too far or otherwise - but just as the brainless result of connecting two concepts that are otherwise completely unrelated. Big deal. How about Hitler as a roller-skating drive-in waiter? Weird? Yeah, so... am I a genius? Hardly. I know! I know! Let's show Jesus as a cowboy! Or... or... A SURFER!!! OK. Is the connection important or useful or relevant? No again.

More proof that it's never a good idea to give idiots too much free time. (And I should know!)