I've seen something quite similar with other investment-type companies.
One of them (Artemis, The Profit Hunter) was a sponsor for the Banff Film Festival World Tour and had adverts in the brochure and on the screen along the lines of seeking out more/exploring/being curious/going hunting/hiking etc, with a picture of a frontier-type chap in the American wilderness, and another of them (sorry can't remember the name) has/had a big billboard at Leeds station with similar themes involving rope work.
They both used mountaineering or other outdoor adventure activities to promote the service they were selling. I find it really odd!