Columbia Sportswear debuted its new global brand platform, "Engineered for Whatever," marking its first major brand refresh in a decade. The campaign aims to revive the brand's signature irreverence and humor from the 1980s and 1990s, showcasing its gear's performance in unpredictable outdoor conditions. This initiative is a key component of the multi-year ACCELERATE Growth Strategy.
Developed in partnership with creative agency adam&eveDDB, the platform will be rolled out across all of Columbia's consumer and marketing channels, including retail, digital, and out-of-home advertising. The campaign features outrageous scenarios that playfully demonstrate the durability and functionality of Columbia's proprietary technologies, such as Omni-Heat, Omni-Max, Omni-Shade, and Omni-Freeze.
The "Engineered for Whatever" campaign seeks to differentiate Columbia in a competitive outdoor market by embracing the real and unexpected sides of adventure. It will kick off in the fall with original content, including celebrity cameos and outlandish scenarios, to connect with a broader and younger consumer base.
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