Our team at adam&eveDDB have helped Columbia Sportswear Company launch its first major global brand platform in over a decade: Engineered for Whatever.

The global repositioning peels back Mother Nature’s facade to expose the unpredictable chaos beneath, proving that Columbia’s gear isn’t just made for the outdoors, it’s engineered to conquer it. The multi-season campaign is carried through punchy OOH executions and a series of product tests – think ‘Mythbusters’ meets ‘Jackass’ – featuring real-life stunt people proving how strong and protective Columbia gear is.

The campaign, which harkens back to the brand’s irreverent tone of voice from the ’80s and ’90s, also features a refreshed visual identity, including a new typeface, logo lock-up, colour palette and layout system, set to roll out across retail, social and digital platforms globally.