Just as Columbia Sportswear sought out two 'Director of Toughness' in the United States, the brand is looking a little further north to recruit an 'Agent of Tough' from Canada.
The contest coincides with the launch of Columbia's Tested Tough campaign, which will challenge Canadian entrants to complete a series of adventure-filled missions in order to find the best possible representative to pit its apparel, outerwear and footwear against the harsh Canadian elements.
The winning Agent of Tough will receive a series of three-day trips to desirable locations such as Mont Tremblant, Blue Mountain, Whistler, as well as a visit to Columbia Sportswear’s Headquarters in Portland, Oregon, as well as a variety of gear to keep them prepared for whatever the weather throws their way.
Resilient Consumer Contests
Columbia Sportswear is Recruiting an 'Agent of Tough' in Canada
Trend Themes
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Resilient Consumer Contests — Brands are creating contests that challenge consumers to test their products in extreme conditions to showcase their durability and performance.
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Brand Ambassador Competitions — Companies are hosting competitions to find brand ambassadors who embody the values and spirit of their brand, and can serve as authentic advocates.
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Adventure-based Marketing Campaigns — Marketing campaigns are incorporating adventurous missions and experiences to engage consumers and create memorable brand interactions.
Industry Implications
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Outdoor Apparel and Footwear — Opportunities exist for companies in the outdoor apparel and footwear industry to create similar consumer contests that highlight the durability and performance features of their products.
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Tourism and Travel — The tourism and travel industry can consider partnering with outdoor gear brands to create adventure-filled missions and experiences that attract adventurous travelers.
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Marketing and Advertising — Marketing and advertising agencies can develop campaigns that incorporate adventurous elements to capture consumer attention and create more engaging brand experiences.