Columbia Sportswear Doesn't Mince Words
Last week, Columbia Sportswear held an event in New York where they boldly presented their new membrane technology, promising to become the most innovative company in the outdoor market.
Last week, Columbia Sportswear held an event in New York, and they were anything but shy when presenting their new membrane.
For next season, Columbia Sportswear promises to become the most innovative company in the outdoor market. This through a new membrane that, according to one of the company’s representatives, will “take down Gore-Tex and other dinosaurs in the industry that stopped trying a long time ago.” Electrically heated products that actually work and Omni-Heat garments that will keep us warm in all weather conditions are promised. Columbia, as mentioned, doesn’t mince words – the one-liner “We’re calling bullshit on old and bad technology — even if it’s our own” was also used at the event. These are very bold statements that commit the company to proving that their technologies truly are something extraordinary.
Columbia has produced a number of commercial films to market Omni-Heat, and one of them features a Swedish model in a bikini on skis being pulled by a snowmobile in minus ten degree weather. You can watch the film below, and also check out the Korean version with a snow cannon that gives viewers a good laugh at the end, plus the four other films.
www.columbiasportswear.se and their campaign page for Omni-Heat
