columbia sportswear CEO Tim Boyle says the company’s turnaround is being driven by its unconventional strengths in making the brand interesting again.
“At the end of the day, we realize that we have to be different,” Boyle told Jim Cramer on “Mad Money.” “Frankly, all of our competitors take themselves very seriously…but if we’re going to be different, we need to talk about how much fun the outdoors can be.”
The changes come as Columbia, the apparel company known for brands such as Columbia, Mountain Hardwear, Sorel and Prana, is trying to regain its footing after a long period of decline. While the stock is still well below its 2021 high, the latest quarter suggests momentum may be building. Shares rose more than 2% on Friday after the company beat profits despite tariff pressure and raised its full-year profit outlook.
Boyle said the turnaround is rooted in a reconnection to what made the brand stand out in the first place: a blend of performance and personality, and a focus on marketing that cuts through the noise.
“We’re having a lot of fun with this stuff,” he said, pointing to unconventional campaigns such as the tongue-in-cheek “Flat Earth” challenge (which he still receives emails from people wanting to participate) and other unconventional projects. “That way we can make ourselves different, and that resonates.”
Early results suggest the strategy is working. Colombia’s business in Europe grew rapidly, with sales up 35% and 21% at constant currency, as younger consumers more widely embrace both the brand and the outdoor lifestyle.
Although sales in the U.S. fell 10% in the quarter, the company remains in rebuilding mode. Boyle said the company is focused on honing its product assortment and making the brand more approachable through partnerships and targeted categories.
“All we need to do is provide the right products and properly highlight what we’re doing in the United States,” he said.
This includes partnering with outdoor celebrity Robert Irwin and expanding into women’s apparel, an area Boyle believes will be key to reigniting domestic growth.
“At the end of the day, the outdoor products we make are for people to enjoy, and we need to make sure people know that,” Boyle said, highlighting the strategy currently driving Columbia’s rebuild.
