personal brands

Amazon’s Bezos Adds His Name to Billionaire Explorers Club

Posted by Mark J. Miller on April 3, 2012 04:01 PM

British billionaire Richard Branson has set all sorts of world records and is planning plenty more adventures, even if the center of the earth isn't one of them. Hollywood's resident daredevil, filmmaker James Cameron, who's also passionate about ocean and space exploration, recently plunged to the deepest known part of the ocean in a specially designed submarine.

But there is another wealthy adventurer vying for the record books: Amazon’s Jeff Bezos. But unlike his brand's grand name, the intrepid e-tailer isn't planning to explore the Amazon; instead, as Taiwan's NMA TV recounts in its animated version above, he recently discovered the rockets that pushed Neil Armstrong and pals upward into space at the bottom of the ocean and is planning to bring them back to dry land, according to

"I'm excited to report that, using state-of-the-art deep sea sonar, the team has found the Apollo 11 engines lying 14,000 feet below the surface, and we're making plans to attempt to raise one or more of them from the ocean floor," Bezos announced on his website. "We don't know yet what condition these engines might be in — they hit the ocean at high velocity and have been in salt water for more than 40 years. On the other hand, they're made of tough stuff, so we'll see."

The hope is that at least part of what is recovered will end up in the Smithsonian and some will become part of the collection at Seattle’s Museum of Flight.

"NASA is one of the few institutions I know that can inspire five-year-olds," Bezos added. "It sure inspired me, and with this endeavor, maybe we can inspire a few more youth to invent and explore."

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