Columbia Sportswear is a renowned outdoor clothing brand founded in 1938, known for high-quality, sustainable products primarily targeting outdoor enthusiasts. With approximately 60% of their consumer base being male, the brand faced a challenge in broadening their appeal beyond hiking and adventure activities.

I developed a rebranding campaign for Columbia Sportswear that shifted their perception from a male-dominated outdoor brand to one supporting women in everyday life. Drawing inspiration from founder Gert Boyle, I created advertising concepts, audience personas, and multi-channel visual assets including posters, social media content, and a NYC pop-up shop experience. The campaign repositioned Columbia's quality products as versatile options for women across different life stages while honoring the brand's heritage and values.

My approach focused on authenticity and relatability, featuring diverse women using Columbia products in various contexts - from corporate environments to social outings and family activities. The campaign included strategic touchpoints through out-of-home advertising, social media engagement, and experiential advertising, with a comprehensive timeline and measurable KPIs to track success.