At 86 years old, Columbia Sportswear is set to unveil a new brand image, with the American label of the Columbia Sportswear Group, which also boasts Mountain Hardwear, Sorel, and PrAna, having restructured its image and marketing approach. As part of this strategy, a new marketing director has been appointed.

Matt Sutton does not hail from the sports sector. Over the past three years, he has served as the marketing director for Framebridge, a home goods retailer, and then at The Black Tux, where he developed a men’s jewelry brand. Previously, he spent seven years in various marketing roles at Facebook, serving as global marketing director from 2017 to 2021.

As the vice president in charge of marketing at Columbia, Matt Sutton will report to Joe Boyle, the president of Columbia.

“Matt will contribute to the strategic integration of our global marketing efforts, particularly by developing omnichannel marketing strategies and enhancing our capabilities,” explains Boyle. “His arrival brings significant momentum as we seek to fully leverage the potential of our brand.”

This momentum is expected to materialize soon with the implementation of an evolving brand strategy.

“Last year, we restructured our company to reach new heights,” notes the president, who is the grandson of founder Paul Lamfrom. “Over the coming year, you’ll see the Columbia brand roll out a product strategy deeply intertwined with marketing, which will allow us to reach consumers in new and surprising ways and reintroduce our iconic brand.”

To achieve this transformation, the Oregon-based brand has enlisted the services of a new creative agency. The teams from adam&eveDDB’s London office will work on the brand’s image in collaboration with those from New York and Los Angeles.

Columbia Sportswear will announce its third-quarter 2024 results on October 30. In the first half-year, the group saw its sales decline by 7% compared to 2023, reaching 1.34 billion dollars (1.24 billion euros). It faced difficulties in the wholesale distribution channel, particularly in its flagship American market, and a significant slowdown in footwear sales. The Columbia brand remains by far the group’s mainstay, accounting for 1.17 billion dollars in sales in the first half.