Columbia Sportswear returns with a campaign that breaks the mold and celebrates the unpredictability of adventure. It’s called “Engineered for Whatever” and marks a new chapter in the long history of the American brand, which for nearly ninety years has accompanied outdoor enthusiasts around the world.
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Created together with London-based creative agency adam&eveDDB, the campaign is inspired by humour and irreverence
that made Columbia an unconventional and iconic brand in the ’80s and ’90s. The result is a series of ironic and surreal content that tests products in extreme, sometimes absurd, scenarios: crocodiles, giant snowballs, deranged snowplows, and even Death himself.
“Columbia has never followed convention. With this campaign, we’re returning to the free-spirited, slightly unconventional approach that has made us a global brand,” said Joe Boyle, Executive Vice President and President of the brand.
Technology tested everywhere (really everywhere)
From Death Valley to the surface of the moon, Columbia products have always been tested in extreme conditions. Over the years, the company has developed proprietary technologies such as Omni-Heat™, Omni-Max™, Omni-Shade™, and Omni-Freeze™, which have become synonymous with innovation and performance.
With “Engineered for Whatever,” the message is clear: nature isn’t always idyllic, but unpredictable and merciless. And you need the right gear to face it.
“The outdoor world is often portrayed in a glossy way, as if it were perfect and pristine. We know this isn’t the case: the climate changes suddenly and unexpected events are always around the corner,” explains Matt Sutton, Head of Marketing at Columbia. “With this campaign, we want to show that our garments are ready to face any challenge, with humor and a lighthearted approach.”
A global launch, also in Italy
The campaign will launch internationally and will also reach Milan with creative installations, out-of-home activations, digital and social content, as well as special in-store displays.
A direct and engaging reminder that, whatever the next adventure – a hike in the pouring rain, a freezing winter run or a trek in the bright sun – Columbia is “engineered for everything”.
