Ideas
Explore the world's #1 largest database of ideas and innovations, with over 400,000 inspiring examples.
Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 750 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 200,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Books
Join 20,000,000+ people getting better and faster with our New York Times Bestselling methods, best innovation books & keynote videos.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI
Learn how the Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
Overview
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Keynotes & Workshops
Empower your team with the insights and frameworks they need to innovate better and faster.
Custom Research
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Futurists
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
Internships
Grow your professional skillset in an award-winning workplace.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
World Summit
Learn why 97% of people rate it "the best innovation conference ever".
1-Day Innovation Events
Explore our 2019 tour dates and find the best city to inspire your team.
Custom Events
Bring Future Festival to your team or event with our custom programming.
Search our database of over 390,000 cutting edge ideas.

Global Campaign Kickoffs

Trend Hunter Travels to New York for the Columbia Tested Tough Campaign

— October 13, 2015 — Fashion
This month, I had the immense pleasure of experiencing the launch of Columbia's Tested Tough global brand platform in New York. The campaign is rooted in the company's Oregon headquarters, which allows for intense product testing in the Pacific Northwest. This new direction in the company's 77-year-old history is inspired by Chairperson Gert Boyle who, along with her son and current CEO Tim Boyle, has been evaluating Columbia products in the harshest conditions. Through social channels, magazine partnerships and "Directors of Toughness," Columbia is spreading the word about its Tested Tough goods that are suited to the elements and extreme weather.

Day 1

The first day of the Tested Tough launch began with a walk along New York's High Line. As the tourist destination is set in the outdoors amid busy city streets and lush green beds, it provided a perfect space for the evaluation of Columbia's latest outerwear pieces. This included numerous Tested Tough pieces, such as the Women's Ventrailia Shoe , the Women's Luminescence Legging and the Women's Brilliant Reflection Spacedye Hoodie.

After the walk, we continued on to the Columbia and Sorel stores in the Meatpacking District. It was there that we got the chance to see the best of Columbia's approach to retail. Numerous displays revealed the brand's latest pieces with an innovative approach to showcasing. This included interactive mirrored mannequin designs that, in addition to featuring apparel and footwear, also changed according to weather conditions. This built on the Tested Tough campaign as it demonstrated how Columbia products can be used to combat tough environments.

At night, guests were invited to a surprise event at the beautiful Cedar Lake space. Despite New York's warm fall season, the entire space simulated a cold environment. This proved to be the optimal backdrop for several interactive exhibits. This included live product testing wherein dripping water was used to demonstrate the durability of Columbia's newest rain jackets.

Focus was also placed on the evident relationship between style and functionality. This came to the fore through a faux ski chair lift. Attendees were invited to try on new products such as the Heatzone 1000 Turbodown Hooded Jacket while at the lift. With various color pairings and styles available on site, different looks were put together based on individual preferences.

Day 2

On the second day, exclusive interviews were held with Columbia spokespeople at the company's main showroom. The meetings centered on an incredibly impressive team, including President and CEO Bryan Timm, Vice President of Global Apparel Innovation and Design Michael Blackford and Chief Marketing Officer Stuart Redsun.

The showroom itself spoke to the authentic model that characterizes the Columbia brand. The entire space is simple and minimalist with wood floors and white walls lined with a range of apparel, accessories and footwear. There is no need to embellish the displayed items that, through an intense production process, exude durability.

While at the showroom, I had the privilege of learning more about the mechanics behind Columbia's innovative marketing and design divisions. It was both interesting and comforting to hear that the company is intent on staying true to its foundation. Since 1938, this has manifested itself through family ownership and a dedication to responsible, quality manufacturing. This legacy will continue with the Tested Tough stamp of approval that follows up on Gert Boyle's commitment to only the highest standards.
6.2
Score
Popularity
Activity
Freshness