Columbia
Sportswear’s new campaign doesn’t just embrace the unpredictability of the outdoors—it gleefully dramatizes it. From avalanches to venomous snakes to a one-armed climber risking his
good arm, the “Engineered for Whatever” platform is a bold, irreverent throwback to Columbia’s offbeat ‘80s and
‘90s roots. For Matt Sutton, senior vice president and head of marketing, it’s more than a creative reboot—it’s a five-year brand reinvention. Retail Insider caught up
with Sutton to talk about poking the outdoor category bear, engaging both hardcore hikers and newbies, and why Columbia is done playing it safe.
The interview has been edited for length
and clarity.
Retail Insider: What problem were you trying to solve with this campaign?
Sutton: During COVID, interest in the outdoors exploded. But Columbia
hadn’t taken a close look at itself in years. So we took this as an opportunity to reexamine our brand—and to go back to what made us famous in the first place. We looked at the
competitive set and found a sea of sameness. If you blocked out logos on six competitor ads, they all looked the same: pristine locations, serious models, trying to look cool. Columbia has a history
of being a maverick—poking the bear, doing things differently. That became our brief: Let’s go back to that.
Retail Insider: So this is about standing out—but also
leaning into your past?
Sutton: Exactly. We wanted to be different in the way we used to be different. And that’s what led to this approach with adam&eveDDB.
Retail Insider: It’s funny, but also kind of dark. I wasn’t expecting a joke about a one-armed hiker losing his other arm.
Sutton: Yes, that Aron Ralston moment is
one of our favorites. Yes, it’s dark—but it’s also a nod to a genuine outdoor hero. He triumphed in one of the most extreme situations imaginable. It’s part joke, part
tribute.
Retail Insider: You say the goal is to make the outdoors feel more accessible. But it also seems like a wink to the hardcore crowd—those of us who’ve done dumb
things and lived to tell about it.
Sutton: That’s exactly right. We’re speaking to both ends of the spectrum. New hikers facing their first summit. Veteran athletes tackling
50-mile trail runs. Our mission is to unlock the outdoors for everyone, and that means embracing the realness of Mother Nature—not underestimating it. If you’ve ever gotten yourself
into a hairy situation and made it back, yeah, you’re a badass. We want you to feel like Columbia is part of that journey.
Retail Insider: Who’s the competitive set
you’re most trying to stand apart from?
Sutton: Of course we think about brands like Nike, Patagonia, and the North Face. But we’re taking more inspiration from
outside the category. This campaign isn’t just meant to disrupt the outdoor market—it’s meant to disrupt outdoor culture. We looked at campaigns from brands like Apple, Liquid
Death, and Coca-Cola. Those are brands that weren’t afraid to be different and challenge expectations. That’s the playbook we’re borrowing from.
Retail Insider: Can
you explain the strategy in the follow-up videos? Those voice-overs are even more out there. I love the dialogue, like “Don’t die” and “Be smart. Leave this test to the
professionally stupid.”
Sutton: They go even further, highlighting the products. One has a stuntwoman rolling down a black diamond slope in a giant
snowball. Another features a guy dangling from a helicopter by his Columbia rock pants over alligator-filled water. Another straps a guy
to a snowplow, one going really fast, to see if our jacket keeps him warm. These are real product tests, and they’re fun, wild, and very on-brand for where we’re headed.
Retail
Insider: Let’s talk media. What’s your strategy?
Sutton: This is our most robust media plan in at least five years—maybe a decade. We’re going big on brand,
not just product. You’ll see us in channels we’ve never really invested in before, at least not at scale. So yes, it’s a major investment, and one our CEO has even highlighted on
earnings calls. But it’s part of a broader transformation of Columbia’s product, marketing, and go-to-market strategy.
Retail Insider: How will you know if it’s
working?
Sutton: We’re thinking in five-year terms—not quarters. This isn’t just a seasonal play. If you call me back in six months, the measure of success will be
whether Columbia is part of the cultural conversation again. That’s already starting—just 24 hours in, we saw a huge uptick in social engagement, especially on Instagram and TikTok. That
kind of relevance and buzz is the first step.