Columbia Sportswear Company's marketing strategy overhaul aims to integrate product strategy and marketing more closely, leveraging new leadership and a creative agency partnership.
Matthew Sutton, the new CMO, has a digital-first focus and is tasked with leading Columbia's global marketing integration and enhancing its omnichannel capabilities.
Adam&eveDDB, appointed as Columbia's global AOR, aims to bring the brand's essence of "irreverence, imagination, and innovation" to life, enhancing its overall presence.
Columbia is known for its innovative materials, including proprietary heat insulation technology, which has been applied in aerospace, demonstrating the brand's commitment to forward-thinking designs.
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