# Resilient Consumer Contests Columbia Sportswear is Recruiting an 'Agent of Tough' in Canada By Laura McQuarrie | Published 2015-12-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/agent-of-tough References: [facebook](https://www.facebook.com/columbiacanada/?sk=app_194975693850063) & [facebook](https://www.facebook.com/columbiacanada/photos/a.137719069613449.44035.134970496554973/1022464404472240/?type=3&theater) Just as [Columbia Sportswear](https://www.trendhunter.com/trends/expedition-impossible) 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](https://www.trendhunter.com/trends/make-time-for-sports) in order to find the best possible representative to pit its [apparel, outerwear and footwear](https://www.trendhunter.com/trends/rose-boreal) 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. ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 2% | Activity: 11% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Resilient Consumer Contests:** Brands are creating contests that challenge consumers to test their products in extreme conditions to showcase their durability and performance. - **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. - **Adventure-based Marketing Campaigns:** Marketing campaigns are incorporating adventurous missions and experiences to engage consumers and create memorable brand interactions. ### Who This Affects Most - **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. - **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. - **Marketing and Advertising:** Marketing and advertising agencies can develop campaigns that incorporate adventurous elements to capture consumer attention and create more engaging brand experiences. ## Related on Trend Hunter - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Exploration Challenge Campaigns](https://www.trendhunter.com/trends/expedition-impossible.md) - [Interactive Job-Centric Campaigns](https://www.trendhunter.com/trends/the-coolest-job-on-earth.md) - [Outdoor Adventure-Inspired Footwear Campaigns](https://www.trendhunter.com/trends/the-path-we-walk.md) - [Grim Heirloom Jackets](https://www.trendhunter.com/trends/death-wishes-jacket.md) - [Canadian Fan-Based Campaigns](https://www.trendhunter.com/trends/performance-enhancing-canadians.md) - [Canadian Tourism Campaigns](https://www.trendhunter.com/trends/caleb-simpson.md) - [Accessible Sportswear Campaigns](https://www.trendhunter.com/trends/accessible-sportswear.md) - [Content Creator Development Programs](https://www.trendhunter.com/trends/canadas-next-top-creators.md)