Columbia Reinvents Itself

A fun new commercial for Columbia Sportswear launched today. The brand with the reputation to be sort of vanilla, and dare I say boring, is trying something new. Over the past couple of years I’ve seen their clothing pop up in Pac Sun stores targeting “the youths” which made me wonder if there’s a change in approach afoot. This ad, titled “Columbia. Engineers For Whatever.” is just that. Their Instagram page is completely scrapped except the teasers for this ad and the ad that dropped today. Their website hasn’t quite caught up yet and is still showing men in polo shirts fly fishing. Will be interesting to see how deep this rebranding goes.