admin Columbia has launched a dynamic brand refresh centered on extreme outdoor adventures gear, marking its first major rebranding in a decade. Known for nearly 90 years of innovation, Columbia is stepping into a new era by reviving its bold, irreverent spirit from the 1980s and 1990s.
The newly launched campaign, titled ‘Engineered for Whatever’, puts Columbia’s gear through outrageous and challenging scenarios to prove one point; nature is unpredictable, and your gear should be ready for anything. The brand wants to stand out in what it calls a “sea of sameness” across the outdoor industry, and it’s doing so with humour, grit, and authenticity.
“Since day one, Columbia hasn’t cared about fitting in with everyone else,” said Joe Boyle, executive vice president and brand president. “Our new campaign brings us back to our roots, being unafraid to be different, and even a bit crazy.”
Developed with London-based creative agency Adam&EveDDB, the campaign challenges traditional outdoor advertising. Instead of showing perfect, sunny landscapes and flawless models, Columbia is embracing chaos showcasing human snowballs, crocodiles, and even the grim reaper in over-the-top situations. This bold approach flips the conventional narrative and reinforces the idea that Columbia’s products are not just stylish; they’re designed to survive the wildest conditions.
Matt Sutton, head of marketing, explained that outdoor ads often show an idealised version of nature. “But at Columbia, our gear is built not just for a perfect day but for whatever mother nature throws at you,” he said. The focus is now on real experiences, infused with energy, humour, and resilience.
The campaign will roll out globally this autumn through out-of-home billboards, digital content, retail activations, and global partnerships. Expect to see quirky celebrity cameos and even more outlandish scenarios as Columbia brings its message to life.
As the flagship brand of the Portland-based Columbia Sportswear Company, the brand continues to offer high-performance gear for hiking, fishing, skiing, and trail running. With proprietary technologies like Omni-Heat, Omni-Freeze, Omni-Shade, and Omni-Max, Columbia’s gear is built to handle whatever extremes the outdoors deliver.
With this bold rebrand, Columbia isn’t just selling products; it’s redefining what it means to be engineered for whatever.
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