Columbia Sportswear taps McCann Worldgroup | Advertising

Columbia Sportswear, the family-owned outerwear company, has hired McCann Worldgroup as its global agency of record for marketing services on the Columbia brand following a competitive review.

The Portland, Oregon-based company will work with a team of agencies including 215 McCann for brand and creative, UM for media and analytics and Weber Shandwick for public relations. McCann’s assignment is for the Columbia brand and doesn’t include other brands within the Columbia Sportswear Co., which include footwear company Sorel.

Columbia, which was founded in 1938, has been ramping up its marketing in recent years as sportswear continues its reign of popularity with consumers. In 2014, the company hired Stuart Redsun, a former marketer at Under Armour, as its first CMO. He spearheaded campaigns like 2015’s “Tested Tough,” which featured Columbia chairman Gert Boyle, who was 91 years old at the time. Redsun departed Columbia last September.

Continue reading at AdAge.com