Home / Knowledge / News / Apparel/Garments / Columbia launches new global brand platform 'Tested Tough'
Columbia launches new global brand platform 'Tested Tough'
08
Oct '15
Courtesy: Business Wire
Courtesy: Business Wire
American outerwear and sportswear maker Columbia Sportswear has launched “Tested Tough,” a new long-term, global brand platform, inspired by the company's Pacific Northwest heritage and the original Tough Mother campaign that featured current Chairman, Gert Boyle, and her son, current CEO, Tim Boyle, the company said in a press release.

“Tested Tough isn't just an ad campaign or tagline, it's the promise of our 77-year old brand. It's what motivates each and every employee to build and deliver great products,” said Stuart Redsun, Columbia Sportswear Company's Chief Marketing Officer. “The Tested Tough brand platform kicks off this fall, with the largest global campaign in our history. We are excited to showcase the rigor and fun that goes into Columbia product testing from our own backyard: Portland, Oregon and the Pacific Northwest.”

Columbia's “Tested Tough” global campaign also marks the return to advertising of Columbia's 91-year-old matriarch and Chairman of the Board, Gert Boyle. For many years, she ensured the product quality was up to her stringent standards by testing it in the harshest and most surprising of conditions on her son.

Mrs. Boyle once famously said, “It's perfect. Now make it better,” and this mantra is reflected across the campaign in a stamp that bears her signature, the press release said. The stamp is Columbia's promise that its products have been “tested tough” by Columbia employees and live up to the high standards of Mrs. Boyle. “We've always known that if our product passed my tests in the Pacific Northwest, then it would pass people's tests as well,” said Gert Boyle.

The global campaign will kick off this month, with broadcast, print, out of home, digital, retail and social elements rolling out in 63 markets across Europe, Asia, South America and North America, the company said. (SH)

 

Fibre2Fashion News Desk – India


Must ReadView All

Courtesy: Michael Kors

Fashion | On 25th Jul 2017

Michael Kors to acquire Jimmy Choo

Global fashion luxury brand Michael Kors Holdings Limited has reached ...

Apparel/Garments | On 25th Jul 2017

VF Corp posts $2.4 billion revenue for Q2 2017

VF Corporation has recorded revenue of $2.4 billion, up 2 per cent,...

Textiles | On 25th Jul 2017

Egypt signs agreement with UNIDO for cotton production

Egypt has signed a €1.5 million ($1.74 million) cooperation agreement ...

Interviews View All

Neel Sawhney
One Friday

‘The share of kidswear segment in the online sector is still small in...

Shiladitya K Joshi
Truetzschler India Private Limited

India ITME provides a platform to interact with our stakeholders

Nuno Venda
ROQ

‘There has been an increase in demand for water based inks, rather than...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

July 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Thanks for your valuable feedback. Claim your free latest sustainability e-book.


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X