Columbia Sportswear Company, a global leader in outdoor apparel, footwear and accessories introduced the brand to Indian consumers with an engaging on-ground activation at Select Citywalk, Delhi. The in-mall activity focused on expanding reach and encouraging people to try stuff and go outdoors.
The first customer outreach initiative by Columbia in the city, delivered the best in-class customer experience of trying an outdoor activity. To engage customers and outdoor enthusiasts, Columbia organized an experiential zone inside the atrium of the mall. Emphasizing on the significance of various technologies, an Omni-Tech display with shower in a glass enclosure was created to showcase the waterproof technology.
The visitors also experienced the technology of the Drainmaker shoe by pouring water in it. Along with all other fun activities, the Omni-Freeze zero sleeve (cooling technology) engagement made hot cool, literally for the visitors at the mall throughout the day.
The highlight of the day-long activity was an innovative rafting experience provided by Columbia inside the mall. The outdoor enthusiasts along with customers actively came forward to try their hand at rafting and got an adrenaline rush. The top scorer of this activity won an all expense paid trip for two to an outdoor destination.
As a part of the social media initiative, the brand had chalked an online contest where they engaged the adventurists to upload images/ videos of their crazy adventure memories. The best entry was also rewarded with an-all-expense paid trip to an exotic outdoor location with his/her partner.
William Tung, Vice President of International Distributors and Asia Direct, “We are delighted to present Columbia’s revolutionary technology in India with its flagship store in Delhi. Our newly opened brand at Select Citywalk offers us a special opportunity to bring the very best of Columbia to customers in India- offering our customers an opportunity to try the outdoors even more.”
Hemant Sachdev, Chairman, CIRL said, "Whether you love to ski, fish, hunt, cycle, hike, golf or simply soak in the beauty of the outdoors, Columbia has the apparel, footwear, accessories and equipment which allows our customer to enjoy the outdoors in a stress-free and comfortable way. We are very confident about the brand’s performance in the market.”