Columbia Sportswear today launched “Tested Tough,” a new long-term, global brand platform, inspired by the company’s Pacific Northwest heritage and the original Tough Mother campaign that featured current Chairman, Gert Boyle, and her son current CEO, Tim Boyle.
“Tested Tough isn’t just an ad campaign or tagline, it’s the promise of our seventy-seven year-old brand. It’s what motivates each and every employee to build and deliver great products,” said Stuart Redsun, Columbia Sportswear Company’s Chief Marketing Officer. “The Tested Tough brand platform kicks off this fall, with the largest global campaign in our history. We are excited to showcase the rigor and fun that goes into Columbia product testing from our own backyard; Portland, Oregon and the Pacific Northwest.”
Columbia’s “Tested Tough” global campaign also marks the return to advertising of Columbia’s 91-year-old matriarch and Chairman of the Board, Gert Boyle. For many years, she ensured the product quality was up to her stringent standards by testing it in the harshest and most surprising of conditions on her son. Today, it’s no longer just CEO Tim Boyle testing product at his mother’s forceful behest. It’s every Columbia employee who comes to work in the rain-soaked, snow-covered, wind-beaten Pacific Northwest, and every employee who heads to the mountains, lakes, rivers, and trails on the weekends.
Mrs. Boyle once famously said, “It’s perfect. Now make it better,” and this mantra is reflected across the campaign in a stamp that bears her signature. The stamp is Columbia’s promise that its products have been “tested tough” by Columbia employees and live up to the high standards of Mrs. Boyle. “We’ve always known that if our product passed my tests in the Pacific Northwest, then it would pass people’s test as well,” said Gert Boyle, Columbia Sportswear Company’s Chairman of the Board.
The global campaign will kick off in early October, with broadcast, print, out of home, digital, retail and social elements rolling out in 63 markets across Europe, Asia, South America and North America.