New agency and marketing head will work collaboratively to drive
Columbia’s refreshed creative strategy
Columbia Sportswear Company (Nasdaq: COLM, the “Company”), a
global leader in designing, sourcing, marketing, and distributing
outdoor apparel, footwear, accessories, and equipment products,
today announced that the Columbia brand has a new creative agency
partner and marketing leadership to oversee the brand’s new
creative strategy. The approach will lean into the
eighty-six-year-old company’s unique character to elevate the
Columbia brand. These changes are part of the brand’s
forward-looking strategic brand vision that will pair product
strategy with integrated marketing to meet consumers where they are
to drive more meaningful brand experiences.
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the full release here:
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Joe Boyle, Columbia Brand President
presenting in Portland, Oregon (Photo: Business Wire)
The Columbia brand has been working to bring the new strategic
vision to life internally over the last few months, culminating in
a company-wide preview of what’s to come at the Newmark theatre in
Portland, Oregon this month.
Joe Boyle, Executive Vice President, Columbia Brand President,
said: “We’ve built an extraordinary outdoor brand that set the
standard for excellence worldwide. The past year we’ve been
retooling and reshaping our business to scale new heights. In the
year ahead, you’ll see the Columbia brand roll out a product
strategy that is deeply intertwined with marketing allowing us to
reach consumers in new, surprising ways to reintroduce our iconic
brand.”
To lead the creative direction forward, the Columbia brand
appointed adam&eveDDB as its global agency of record following
a competitive pitch against several undisclosed global agencies.
The global account will be led by adam&eveDDB London in close
partnership with its New York and San Francisco offices.
“As we look to grow our brand we wanted to build a relationship
with an agency that can help tell our unique story in a way that
connects emotionally with global audiences, while helping consumers
understand the innovation that has powered our products from the
beginning,” said Boyle. “There’s never been a better time for
people to enjoy all the outdoors has to offer and we want to unlock
that for more people around the world and inspire them through a
strong story-telling approach and creative strategy with
adam&eveDDB.”
Miranda Hipwell, CEO of adam&eveDDB, added: “The story of
Columbia is so rich and full of personality this was a partnership
we felt excited about from the moment Joe’s letter inviting us to
pitch landed on our desks. We’ve enjoyed every minute of the
journey until now and can’t wait to tell more people, all over the
world, about the unique marriage of irreverence, imagination and
innovation embedded in the brand’s DNA. In a world full of purpose
led ambitions, Columbia is a rare example of the real deal – we
couldn’t be happier to be kicking off this creative, collaborative
partnership.”
To lead its new marketing direction, the Company hired Matthew
J. Sutton to serve as Senior Vice President and Head of Marketing
for the Columbia brand in September 2024. Sutton brings deep
experience in brand and digital marketing, recently leading retail
and direct-to-consumer brands including The Black Tux and
FreshDirect as Chief Marketing Officer, and previously global
marketing for Facebook.
“Matt will help lead the strategic integration of our entire
global marketing, including developing omni-channel marketing
strategies and upleveling our capabilities,” Boyle said. “His
arrival brings significant momentum as we unlock our brand’s
opportunity.”
About Columbia Sportswear:
Columbia, the flagship brand of Portland, Oregon-based Columbia
Sportswear Company, has been creating innovative apparel, footwear,
accessories, and equipment for outdoor enthusiasts since 1938.
Columbia has become a leading global brand by channeling the
company’s innovative spirit and passion for the outdoors into
technologies and performance products that keep people warm, dry,
cool and protected year-round. To learn more, please visit the
company's website at www.columbia.com.
About adam&eveDDB:
We are a creative agency that puts Feeling First, based in
London, Berlin, New York, and San Francisco.
We believe in the power of creativity to unlock business
advantage for brands. We are an agency that feels welcoming and
responsible. We work with a range of clients including Amazon,
CALM, PlayStation, International Paralympic Committee, Eurostar,
Marmite, Lloyds Bank, Savills, Volkswagen and MARS.
Forward-Looking Statements
This document contains forward-looking statements within the
meaning of the federal securities laws, including statements
regarding the Company’s expectations, anticipations or beliefs
about the growth of the Columbia brand and the Company.
Forward-looking statements often use words such as "will,"
"anticipate," "estimate," "expect," "should," "may" and other words
and terms of similar meaning or reference future dates. The
Company's expectations, beliefs and projections are expressed in
good faith and are believed to have a reasonable basis; however,
each forward-looking statement involves a number of risks and
uncertainties, including those set forth in this document, those
described in the Company's Annual Report on Form 10-K and Quarterly
Reports on Form 10-Q under the heading "Risk Factors," and those
that have been or may be described in other reports filed by the
Company, including reports on Form 8-K. The Company does not
undertake any duty to update any of the forward-looking statements
after the date of this document to conform them to actual results
or to reflect changes in events, circumstances or its expectations.
New factors emerge from time to time and it is not possible for the
Company to predict or assess the effects of all such factors or the
extent to which any factor, or combination of factors, may cause
results to differ materially from those contained in any
forward-looking statement.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20241024315667/en/
Mary Ellen Glynn Sr. Director, Corporate Communications Columbia
Sportswear Company mglynn@columbia.com
Andy Nordhoff Director of Communications at Columbia
Anordhoff@columbia.com
Columbia Sportswear (NASDAQ:COLM)
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부터 10월(10) 2024 으로 11월(11) 2024
Columbia Sportswear (NASDAQ:COLM)
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부터 11월(11) 2023 으로 11월(11) 2024
