GI Joes Sporting Goods Seize the Weekend. Whether you fish or snowboard, if you work 5 days, you've only got two to play. 509 Director Rod Parmenter had to go snowboarding and fishing during the week to get the footage for these commercials. Regional sporting goods giant GI Joe's was totally stoked. It was hard to get Rod back in the office. His excuse, "I'm just doing my job. Leave me alone."