On December 2, Tim Boyle, Columbia’s iconic chief executive and heir, issued a challenge to flat-earthers: embark on an “Impossible Expedition”. And the executive is inviting participants in the challenge to be kitted out in his brand’s products.
Columbia’s new (tongue-in-cheek) challenge: find the end of the world – Columbia
“So I invite you to do what no one in history has ever done: find the edge of the Earth. If you find it, take a photo, send it to us, and you won’t just get bragging rights. You’ll get everything that belongs to the company, everything. The mannequins, the snowshoes, the coffee machines, a well-used sledge, the office plants, even the stuffed beaver in the cafeteria… Everything will be yours.” Would it be worth it? Columbia Sportswear has a market capitalisation of more than €2.5 billion.
This is, of course, a very tongue-in-cheek message that aligns with the new communications strategy launched by the American brand this summer. Known in the 1990s for its offbeat campaigns featuring Gert Boyle, the founders’ daughter, and her son Tim in comical outdoor situations to test the label’s kit, the brand is returning to that irreverent spirit.
Columbia
In September, the brand launched “its most important communications campaign” in its history, with the new slogan “Engineered for Whatever”. Visually, it sticks to the classics: images of outdoor sports such as hiking, skiing and trail running, but set in unlikely scenarios and, above all, delivered with a tone that stands out in the outdoor world.
“The takeaway at global level was that it’s very difficult to distinguish brands in outdoor communications. In the 1990s and 2000s, Columbia opted for campaigns that helped it stand out. We had moved away from that. We’re back with a new brand platform and a more ironic approach,” explains Romain Cancilleri-Michy, senior brand marketing manager for the American brand, based in France. “‘Whatever’ is our way of saying ‘regardless’ of the realities of on-the-ground conditions. Most brands show how to be at one with nature… But nature, the mountains and the climate don’t always have your best interests at heart. We have fun with it. And that invites people to rediscover the brand.”
The films and slogans are indeed hard-hitting, acerbic and even surprising. The challenge is to roll out the campaign on a global scale. As many advertisers have learned the hard way: while humour is hard enough to pull off, translating it into different languages can be a notorious pitfall.
Columbia video
“We worked using a transcreation approach with local teams and agencies,” explained the marketing specialist. “The aim is to convey the original idea, but with expressions and imagery adapted to each language or country. The balance has to be just right.”
The introduction of this communication, which forms part of its “brand platform”, fits into the Accelerate strategic plan unveiled in 2024, which aims to connect Columbia with a new generation of consumers while retaining its long-standing customers. The strategy is therefore online, across Meta’s platforms, on YouTube and also via TikTok. Columbia has also opted for a presence with outdoor advertising in major cities such as Marseille, Lyon, Dublin, Madrid, Barcelona, London and Paris, where in September the brand was prominently displayed in several Paris metro stations, as well as on a giant banner covering the façade of the Centre Pompidou during renovation work. In France, the campaign is being promoted in around 15 cities, while the brand is also banking on visibility on Amazon Prime, YouTube and the TF1+ app.
Aditya Birla Group’s corporate social enterprise Aadyam Handwoven has named Sobhita Dhulipala as its new brand ambassador, who will contribute to the brand’s ‘Culture Beyond Textiles’ vision of preserving India’s weaving legacies.
Sobhita Dhulipala wearing a saree by Aadyam Handwoven – Aadyam Handwoven
“Aadyam has always stood for the people behind the loom, the cultures that shape our craft, and the traditions that continue to evolve. Sobhita is a woman of today who exemplifies this thinking with an innate sensitivity that is in tandem with our narrative,” said Aadyam Handwoven’s business lead Manish Saksena in a press release. “Her connect to handlooms is personal and intuitive, and her presence strengthens our endeavour to make Indian craftsmanship aspirational for a new generation.”
Aadyam Handwoven retails fashion and homeware goods designed to highlight Indian textile heritage and translate it for modern shoppers. The label aims to harness Dhulipala’s pan-India popularity to raise awareness about the brand and its textile ecosystem.
“I’ve always believed that craft carries emotion,” said Sobhita Dhulipala. “When something is made by hand, it holds the imprint of the person who created it. Aadyam’s work with weaving communities, combined with its philosophy of celebrating culture in all its forms, makes this association very special for me. I am honoured to lend my voice to a brand that champions artistry with purpose.”
One year on from his passing, Catalan fashion company Mango is commemorating the legacy of Isak Andic. In memory of its founder, who lost his life on December 14, 2024 in a tragic mountaineering accident in Barcelona, Mango has undertaken a series of commemorative initiatives across its stores and corporate channels to highlight the business, human, and philanthropic legacy of the entrepreneur, born in Istanbul in 1953.
Exterior of the Catalan brand’s store on Paseo de Gracia in Barcelona, adorned with a special tribute to Isak Andic. – Mango
In this context, some of the company’s most emblematic stores have dressed their windows with a portrait of Andic and messages inside that evoke his legacy. Specifically, the tributes have reached its stores from Paseo de Gracia in Barcelona to Serrano in Madrid, as well as international locations such as Oxford Street in London, Fifth Avenue in New York, and the Galleria Vittorio Emanuele in Milan. In parallel, Mango added a black ribbon to its e-commerce platform and shared a commemorative video on its internal channels and social media.
The audiovisual tribute, produced by company employees drawing on hours of archival footage and interviews, captures the founder’s lessons and reflections in his own voice. “Isak was a visionary who transformed a personal dream into a global brand. His legacy remains a constant source of inspiration for all of us,” the company shared on its LinkedIn profile alongside the video, adding that “his spirit lives on in every step we take towards the future, as we continue to work to fulfil his vision and ensure that Mango is a project he would be proud of.”
For his part, the group’s CEO and executive chairman, Toni Ruiz, shared a personal letter addressed to Andic, both internally and on his LinkedIn profile, in which he reaffirmed that the values that defined the founder will guide the brand’s next steps. In it, he remembers Andic as “a brilliant entrepreneur and an exceptional person,” stressing that “there has not been a single day on which we have not remembered him.” “Mango continues to sail steadily towards new horizons,” he said.
Ruiz recalled the conversations and ideas left unfinished and highlighted the trust that the founder placed in the team, noting that “Mango is made up of excellent professionals and even better people.” The executive also reviewed the milestones of the past year, from double-digit growth to international expansion and momentum across all product lines, as well as progress at Mango Campus and the company’s focus on innovation and artificial intelligence- areas that Andic always emphasised. “What could have been a difficult year, we have together turned into a historic one,” he stressed. The letter concludes with a message of gratitude on behalf of the 17,000 people who make up the company and with the phrase the founder often repeated: “the sky is the limit.”
In parallel, during the last year there have also been significant changes in the structure of the family holding company that owns Mango. Following the death of Isak Andic, his three children reorganised the family’s companies under Punta Na Holding, the entity that brings together the family investment vehicles and controls the vast majority of the fashion company’s capital. In this context, the eldest son, Jonathan Andic, stepped down in June from his position as global director of Mango Man, a role he had held for 17 years, to focus fully on managing the family’s investment companies, which include business and property investments, sharing corporate governance responsibilities with his sisters Sarah and Judith.
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Expanding women’s fashion retailer Wyse London is set to open a pop-up store in Edinburgh, Scotland, on Saturday (13 December).
Wyse London
The 550 sq ft space on Frederick Street isn’t just for Christmas as it’s opening until next May, housing the brand’s latest styles from its Autumn/Winter collection, including bestsellers the Liana Chunky Funnel Neck Jumper, Philippa Pea Coat and festive dresses and tops.
The pop-up marks the latest in a series of new store openings, “following the successful introduction to the North of England” in York in September. That became its fourth permanent UK store, joining the brand’s two in London – Chelsea and Marylebone – as well as Southwold, Suffolk.
More stores, both pop-up and permanent, are planned over 2026 both nationally and internationally, the retailer said.
Founder Marielle Wyse added: “Edinburgh has become an increasingly significant city for us, as we’ve seen a rapidly growing community of customers shopping with us online, so opening a physical pop-up feels like the natural next step.
“The city’s cultural heritage and vibrant population offers a setting that aligns perfectly with our brand values, while the thriving tourism scene brings an energy and international audience we’re excited to welcome. With a discerning retail landscape, the city gives us a unique opportunity to build deeper relationships with both existing and new customers.”