Columbia Sportswear Appoints adam&eveDDB as Global AOR

Global outdoor apparel and equipment brand Columbia Sportswear Company has appointed a new creative agency partner for the Columbia brand in adam&eveDDB. The agency will work with the company’s new marketing leadership to oversee the brand’s new creative strategy. Details of the deal were not disclosed, but Columbia Sportswear’s estimated media spend 2024 is $30 million, all allotted to digital, according to COMvergence. The refreshed approach will lean into the 86-year-old company’s unique character to elevate the Columbia brand. The changes are part of the brand’s new strategic vision that looks to pair product strategy with integrated marketing to drive more meaningful brand experiences. The Columbia brand has been working to bring the new strategic vision to life internally over the last few months and gave a company-wide preview of what’s to come in Portland, Oregon this month. “The past year we’ve been retooling and reshaping our business to scale new heights. 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,” said Joe Boyle, executive vice president, Columbia Brand president in a statement. Adam&eveDDB will serve as Columbia’s global agency of record following a competitive pitch against several undisclosed global agencies. The account will be led by adam&eveDDB London in close partnership with its New York and San Francisco offices. “As we look to grow our brand, we wanted to build a relationship with an agency that can help tell our unique story in a way that connects emotionally with global audiences, while helping consumers understand the innovation that has powered our products from the beginning,” said Boyle. Miranda Hipwell, CEO of adam&eveDDB said that the agency is excited to work with the storied outdoor brand that has always imbued its marketing with personality. Columbia formerly featured “tough mother” chairwoman, Gert Boyle, in a series of ads. “The story of Columbia is so rich and full of personality this was a partnership we felt excited about from the moment Joe’s letter inviting us to pitch landed on our desks. In a world full of purpose led ambitions, Columbia is a rare example of the real deal—we couldn’t be happier to be kicking off this creative, collaborative partnership,” said Hipwell in a statement. To lead its new marketing direction, the company hired Matthew J. Sutton as senior vice president and head of marketing for the Columbia brand. Sutton brings experience in brand and digital marketing, most recently with direct-to-consumer brands FreshDirect and The Black Tux as chief marketing officer. Prior to that he spent seven years with Facebook, including as head of global brand marketing. “Matt will help lead the strategic integration of our entire global marketing,including developing omni-channel marketing strategies and upleveling our capabilities,” Boyle said.