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

Textiles | On 25th Mar 2017

GST to positively impact retail value chain: CBRE

The implementation of the Goods and Services Tax (GST) bill in India...

Textiles | On 25th Mar 2017

MEGlobal to build first ever US MEG plant

Monoethylene glycol (MEG) producer MEGlobal plans to construct a new...

Courtesy: Ulster Carpet

Textiles | On 25th Mar 2017

Ulster Carpets acquires Griffith Textile Machines

Northern Ireland based manufacturer of carpets, Ulster Carpets said...

Interviews View All

Neel Sawhney
One Friday

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

Arvind Saraf
Triveni Sarees

e-Commerce is still evolving fast with constant flux and surprises

Smarth Bansal
Colorjet India Limited

We would like to venture more companies into the Indian market

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

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
March 2017

March 2017

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

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search