Blogger Ellen Davis, who is also VP at the NRF comments on a presentation at the Shop.org Annual Summit by Columbia Sportswear's EVP Mick McCormick, which she calls "One of the best case studies of
reinvention I've heard since, well ... maybe Apple."
McCormick discussed how the decades-old company had reinvented itself through new products and marketing, and showed a series of
videos for Columbia's newest line, Omni-Heat Electric. The ads feature daredevil adventurer Wim Hof, an extreme-cold extreme athlete who evidently ran a marathon with no shoes or shirt in the Arctic.
Read the whole story at National Retail Federation »