Columbia Sportswear Fall 2025
Class Project
Portland State University
Client
Columbia Sportswear
Role
Media Planner
Budget
$5 Million
The Background
Columbia Sportswear is one of the largest outdoor brands in the world. However, traditional campaigns aren't connecting with younger audiences who consume media in new ways. While young outdoor enthusiasts recognise the brand, they aren't considering Columbia when making purchasing decisions. We need to reshape their perception and inspire them to see Colombia in a fresh light.
The Challenge
After years of disinvestment in the brand, young outdoor enthusiasts are looking to other brands for outdoor style and performance. How do we connect with this audience?
The Idea
Young audiences, including outdoor enthusiasts, increasingly engage with gaming culture, making it a powerful avenue for Columbia to connect with them by blending virtual adventure with real-world exploration.