Columbia Sportswear Fall 2025
The Context
Columbia Sportswear is one of the largest outdoor brands in the world. However, our traditional campaigns aren't connecting with younger audiences who consume media in new ways. While young outdoor enthusiasts recognize the brand, they aren't considering Columbia when making purchasing decisions. We need to reshape their perception and inspire them to see Columbia in a fresh light.
The Insight
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.
The Challenge
After years of disinvestment in the brand, young outdoor enthusiasts are looking to other brands for outdoor style and performance.
