Tough Mother is back in Columbia campaign - sportstextiles: Lea SportsTextiles

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Tough Mother is back in Columbia campaign

09/10/2015
Columbia Sportswear is featuring 91 year-old chairwoman Gert Boyle in its new advertising campaign, the first time she has made an appearance since 2005 as ‘Tough Mother’.

Mrs Boyle took over the running of the company after the death of her husband in 1970 and still works for the company.

“We’ve always known that if our product passed my tests in the Pacific Northwest, then it would pass people’s tests as well,” she said.

The previous adverts featured son Tim, CEO of the company, haplessly testing out products as Gert ordered him around.

The new series includes Columbia employees sending out in the most miserable conditions of the Pacific Northwest.

Stuart Redsun, Columbia’s chief marketing officer, said: “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.”

See WSA’s Innovators, Jan/Feb 2015, available to download free as a pdf in the Technical Library for WSA subscribers or £1 per article for anyone else.

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