US-based Columbia Sportswear unveiled “Engineered for Whatever,” a global brand campaign that revives the company’s signature irreverent tone while spotlighting the durability and versatility of its outdoor gear. This marks Columbia’s first major brand refresh in over a decade. Developed with London-based agency adam&eveDDB, the campaign blends outlandish scenarios and rugged conditions to reinforce the brand’s legacy of designing gear that withstands unpredictable environments. It also aims to distinguish Columbia in a marketplace that, according to the company, has become “a sea of sameness.”
“Our new campaign brings us back to our roots, being unafraid to be different,” said Joe Boyle, Columbia Brand President.
The campaign highlights Columbia’s proprietary technologies, such as Omni-Heat, Omni-Max, Omni-Shade and Omni-Freeze, all engineered to perform in extreme conditions. The “Engineered for Whatever” messaging will be featured across digital, social, out-of-home and in-store marketing channels.
Upcoming campaign activations will include humorous videos with crocodiles, human snowballs and other exaggerated outdoor challenges. Retail displays, creative partnerships and celebrity cameos will amplify the campaign this fall.
Founded in 1938 and headquartered in Portland, Oregon, Columbia is a leading global outdoor brand known for apparel, footwear and gear designed to keep people protected in any weather.
