Columbia Sportswear Gets a Fresh Face in Marketing
Portland, Oregon – Columbia Sportswear is hitting refresh on its brand strategy, and it looks like they’re ready to make some waves! With new leadership in marketing and a fresh creative partnership, exciting changes are on the horizon for this iconic outdoor brand.
Big Changes at Columbia
Matthew J. Sutton, former interim Chief Marketing Officer at FreshDirect, has stepped in as Columbia’s new Senior Vice President and Head of Marketing. This lucky move came just in time as Columbia gears up for a significant shift in their approach. So, what’s Sutton’s game plan? He’s aiming for a comprehensive integration of global marketing strategies that will elevate the company’s reach and capabilities.
As Matthew takes the reins, he’s not flying solo. He’s teaming up with London-based creative agency adam&eveDDB, which is no stranger to successful campaigns around the globe. This dynamic duo hopes to change the way consumers engage with the Columbia brand, focusing on a product strategy that harmonizes brilliantly with marketing efforts.
A Sneak Peek into the Future
Earlier this month, Columbia employees had the chance to get a sneak preview of what major changes are in store for 2025. Joe Boyle, Columbia’s executive vice president and brand president, shared that they’ve built an “extraordinary outdoor brand” that sets the bar very high. He expressed enthusiasm about the company’s ambitions for the coming year, emphasizing a reintroduction of the Columbia brand in innovative and surprising ways.
Why Change Now?
Columbia has faced its fair share of challenges recently. Reports indicate that net sales across all of its brands—including Mountain Hardwear, Prana, and Sorel—were down by 8% last quarter. Specifically for Columbia brand products, sales were down by **5%**, totaling $508 million in the second quarter of 2024. The reasons? Lower wholesale demand and stagnant direct-to-consumer sales. While North American sales took a hit, the brand saw a silver lining with stronger outcomes in EMEA (Europe, Middle East, and Africa) and LAAP (Latin America and Asia Pacific).
The decision to revamp their creative strategy comes as part of a larger turnaround plan aimed at pairing product strategies with integrated marketing. This holistic approach is designed to connect with consumers more effectively and enhance overall brand experiences.
The View from the New Agency
Working alongside Columbia, adam&eveDDB is eager to dive into the rich storytelling that surrounds the Columbia brand. Miranda Hipwell, the CEO of the agency, expressed excitement at the opportunity to share Columbia’s unique blend of creativity, imagination, and innovation with the world. From the moment their team heard about the pitch, they felt energized by the potential this partnership holds.
Looking Ahead
Columbia’s CEO Tim Boyle has already hinted at some positive shifts, noting that Mountain Hardwear’s earlier creative strategy appears to be delivering positive results, with growth anticipated in 2024. Mark your calendars, folks! Columbia is set to report its third-quarter earnings results on October 30. This will likely give a clearer picture of how all these new strategies are shaping up in terms of sales and overall performance.
In a world that’s constantly changing, Columbia Sportswear is not resting on its laurels. Instead, they are taking bold steps to innovate and engage with their audience, and we can’t wait to see what they have in store!
