Columbia Sportswear announced the appointment of adam&eveDDB as its global agency of record, following a competitive pitch process. This move is part of a new strategic brand vision aimed at elevating the Columbia brand and enhancing its connection with consumers. The global account will be managed by adam&eveDDB London, in collaboration with its New York and San Francisco offices.
To lead this refreshed marketing direction, Matthew J. Sutton was hired in September 2024 as Senior Vice President and Head of Marketing for the Columbia brand. Sutton brings extensive experience in brand and digital marketing, having previously served as Chief Marketing Officer for retail and direct-to-consumer brands like The Black Tux and FreshDirect, and global marketing for Facebook.
These strategic changes are designed to integrate product strategy with marketing efforts, allowing Columbia to reach consumers in new ways and reintroduce its iconic brand. The goal is to tell Columbia's unique story, emphasizing the innovation that has powered its products since its inception, and to connect emotionally with global audiences.
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