Columbia Sportswear presented its latest innovations for spring/summer 2013 at a showcase event held in Sedona, Arizona, last weekend. Its newest technology is called Omni-Freeze Zero. Mountain Hardwear, Columbia's sister company, calls the same technology Cool.Q Zero. The concept behind the new development is contrary to that of market leaders in running or other athletic sports, which aim to wick away sweat as fast as possible. In contrast, Columbia's approach is to keep the sweat close to the skin to achieve a cooling effect. The innovation is based on ring polymers that inflate when they soak up moisture and do not release it to the air. The company wants to make inroads into the running market with a clear alternative to the existing “wicking away” technologies marketed by big brands such as Nike, Adidas, Asics and Under Armour (more in the next issue of The Outdoor Industry Compass).

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