Columbia Sportswear

The ask:
Columbia Sportswear came to us to develop the brand strategy, name, brand Visual ID, positioning and launch campaign for an innovative new footwear line.

The solution:
Columbia Sportswear was entering into the urban footwear that bridges all terrain hiking function with urban style and comfort. We knew they needed a brand strategy and positioning that leveraged the durable trail-worthy performance for the outdoors that Columbia was known for with the urban sneakerhead sensibility. Enter SH/FT, a subtle balance of the two worlds of style and function. Distinctive on its own while seamlessly working with the entire Columbia Sportswear portfolio. After strategy, naming and Vis ID, we created a full launch campaign with video and still images for future use in retail activations.

Agency:
Tether