“There is no such thing as bad weather. There is just bad clothing,” says Haskell Beckham, senior director of innovation at Columbia Sportswear, in a short video for industry professionals to explain the superior warmth retention and breathability properties of its latest technology, Omni Heat Infinity. It has already been released as a teaser in the U.S. as part of a global campaign, described as the biggest one in the company’s history, to support what it claims to be the new “gold standard in warmth.” A consumer-oriented campaign featuring a shorter and friendlier video will be launched in the social media on Oct. 1. It will be followed by a global media launch in various languages on Oct. 15. Three out of five commercials have been selected to be aired on TV channels throughout Europe from Oct. 15 through the month of December. While declining to discuss the budget for the campaign, Columbia’s European marketing manager, Pascale Graffmann, said that enough capacity has been secured for the delivery of the products for the current autumn/winter season.

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