Columbia Sportswear Company is revamping its marketing strategy for its flagship Columbia brand. The company has appointed Matthew Sutton as the new senior vice president and head of marketing. Sutton has experience in digital and direct-to-consumer marketing from his past roles at companies like The Black Tux, FreshDirect, and Facebook.
Columbia has also chosen Adam&eveDDB as its new global agency of record after a competitive pitch process. The agency’s team in London will lead the account, collaborating with offices in New York and San Francisco. The outdoor specialist aims to closely integrate its product strategy and marketing.
Joe Boyle, Columbia Brand President, said in a press statement that Sutton will lead the integration of the brand’s global marketing, develop its omnichannel approach, and improve capabilities in other areas. Adam&eveDDB CEO Miranda Hipwell expressed excitement about bringing to life the “unique marriage of irreverence, imagination, and innovation” that is part of Columbia’s DNA. The company is known for its forward-thinking materials and designs in its products.
Columbia strengthens leadership in marketing
Parent company Columbia Sportswear Company has faced challenges with performance, especially in the key U.S. market. This is due to retailer caution, soft consumer demand, and increased competition in the outdoor and active apparel categories.
The company is scheduled to report its Q3 results on Oct. 30. Columbia joins other Portland-area apparel brands that are trying to reinvigorate their marketing efforts to boost consumer engagement.
The company previewed its brand repositioning for employees earlier this month at its headquarters in Portland, Oregon. The past year we’ve been retooling and reshaping our business to scale new heights,” said Joe Boyle, executive vice president. In the year ahead, you’ll see the Columbia brand roll out a product strategy that is deeply intertwined with marketing, allowing us to reach consumers in new, surprising ways to reintroduce our iconic brand.
Sutton’s arrival brings significant momentum as Columbia unlocks its brand’s opportunity.
The company is working to maximize sales in a challenging U.S. marketplace and has made progress on its top priorities, including inventory reduction, rationalizing expenses through its profit improvement program, and developing actionable strategies to reinvigorate long-term profitable growth.
