Columbia Sportswear in major brand refresh

The new campaign is in reaction to a decade said to have become 'a sea of sameness'.

US-based Columbia Sportswear has launched a marketing campaign said to be reminiscent of the brand’s creative spirit of the 1980s and 1990s.

“Since day one, Columbia hasn’t cared about fitting in with everyone else. Over the years, the outdoor category became a sea of sameness,” said executive vice president and Columbia brand president, Joe Boyle. “Our new campaign brings us back to our roots, being unafraid to be different and even a bit crazy.”

The ‘Engineered for Whatever’ campaign will feature original content putting Columbia’s gear to the ultimate test in over-the-top scenarios and celebrity cameos, while featuring crocodiles, human snowballs and even the grim reaper.

Publishing Data

This article was originally published on page 2 of the September 2025 issue of SATRA Bulletin.

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