The two explorers then caught the eye of Adidas who signed them up to be a part of their award winning "impossible is nothing" campaign in 2007. This campaign saw them star alongside David Beckham and Sachin Tendulkar, and was premiered to tie in with Rob and James' most recent adventure, Pole to Pole.
In November 2008, James and Rob were named National Geographic 2008 Adventurers of the Year at the society's base in Washington DC. The award was in recognition of their Pole to Pole exploits, where they travelled from the Magnetic North Pole to the Magnetic South Pole using only human and natural power, a trip that took 1 year and 16 days to complete. The 26,000 mile journey had never been achieved before and the adventure saw the boys cover three continents taking them through a range of climates from +50˚to -50˚C. They skied, dog sled, sailed, and cycled to achieve two core goals; to break an exploring record and most importantly to highlight the issues of climate change. The journey was the first of its kind, not only due to its route but also because it was fully interactive. James and Rob regularly updated a website with their progress and in doing this they have educated people all over the world about the challenges of global warming and climate change. The website was particuarly aimed at children to inspire and encourage them, as the next generation, to be particularly aware of climate change and take easy steps to combat it.
Rob tragically died in a climbing accident in the French Alps at the start of 2009. Despite losing his best friend and fellow adventurer, James hasn't been deterred and demonstrating the strength and determintion that he has shown in his previous exploits, and using the memory of Rob's strength of character as motivation and inspiration, he will continue the work they had started together. One of Rob and James' main aims on their Everest climb and Pole to Pole expedition was not only to achieve their own extreme dreams, but also ";to ignite a flame in everyone we meet which pushes them to utilise their talents and achieve their ambitions."
When he is not challenging himself, James continues to empower and inspire audiences of all ages with his motivational speaking as well as working on new TV projects.