For over seventy years, Columbia Sportswear has provided fashionable all-weather gear to the masses. This year the brand unveils it’s biggest campaign to date. The “Tested Tough” Global campaign shows potential and current customers the great lengths Columbia goes to to ensure the durability and functionality of its products. One major component of the new campaign is the return of Head Honcho Gert Boyle in several hilarious television spots. Fans of Columbia will remember Gert from an earlier campaign featuring her son Tim testing out their product in extreme often comical scenarios. In one spot, Boyle sent a reluctant Tim through a carwash, without a car. In the newest campaign, Boyle is back and putting her employees through some of the same torment sending them out in various weather conditions to test the new line.
As an extension of the new campaign, the company also created a new job title “Director of Toughness”, to assist in documenting their rigorous product testing. After a nationwide search which resulted in thousands of entries, the brand settled on two fresh adventurous faces. Zach Doleac and Lauren Steele are the lucky candidates who won the chance of a lifetime. The duo will travel the world and test Columbia products in a variety of extreme conditions. The new campaign will also feature more focused social media content as well as employee generated videos featuring actual Columbia employees using the products in their real lives.
One of the most exciting innovations unveiled by Columbia is their “Omni-Heat” thermal reflective. This fabrication features little silver dots that help regulate body temperature and retain your bodies naturally generated warmth. Omni-Heat can be found in several items including a series of stylish down jackets ideal for the slopes or just wandering around town.
Take a peek at the gallery for more product images.