Columbia will support launch with largest spring marketing effort in its history
LONDON, ON, April 10, 2013 /CNW/ - Just in time for summer's inevitable heat, Columbia Sportswear Company (NASDAQ: COLM) introduces Omni-Freeze ZERO, a sweat-activated cooling technology available as of April 5, 2013. The collection is available on www.columbia.com and at select retailers in Canada.
The culmination of a four-year development effort, Columbia created Omni-Freeze ZERO for athletes, outdoor enthusiasts, and everyone else who works up a sweat while they're working or playing - something the company points out applies to nearly everybody on the planet.
When exposed to sweat (or any moisture), thousands of little blue rings embedded in the Omni-Freeze ZERO fabric create an instant and prolonged cooling sensation.
"We believe consumers will appreciate the fact that their hard-earned sweat can be used for something more than just passive evaporation," says Columbia's Vice President of Global Marketing, Dan Hanson. "Everyone knows that Columbia products are great at keeping people warm in the winter; now they can rely on Columbia to help keep them comfortable in the summer with the industry's leading cooling technology. Omni-Freeze ZERO is the latest innovation that is helping to transform Columbia into a trusted brand for all seasons."
The first season's assortment of Omni-Freeze ZERO is literally "head-to-toe", consisting of over 30 styles of apparel, footwear and accessories for men and women, ranging from performance shirts to athletic footwear, and from ball caps to snug-fitting briefs.
To emphasize the significance of the new technology, Columbia is investing in its largest-ever summer marketing effort, including executions with TSN, RDS and SPORTSNET as part of a multi-channel marketing campaign to engage active (and sweaty) audiences across television, print and digital platforms.
Columbia is also providing consumers a chance to experience the technology at retail partners this summer. The in-store experience will allow people to touch and feel the cooling effect of Omni-Freeze ZERO. To help launch the technology, twelve of the country's top athletes from the Canadian Freestyle Ski Team will be at select Sport Chek and Sports Experts locations in Toronto, Vancouver, Calgary, Montreal and Quebec City on Saturday, April 13th from 11:00 AM - 3:00 PM. The athletes will be available for photos, signing autographs and assisting with the Omni-Freeze ZERO in-store experience. Columbia has been the official outerwear and performance apparel provider to the team since 2008 and has the team training in Omni-Freeze ZERO products.
Look for this experience and products at leading sporting goods and outdoor specialty retail stores as well as Columbia branded retail stores. To learn more about Omni-Freeze ZERO and view select apparel from Columbia's Spring 2013 collection, go to: http://www.columbia.com.
Omni-Freeze ZERO Launch Details:
Saturday, April 13th, 2013
Toronto: Eaton Center Sport Chek - 11:00 AM - 12:30 PM
Toronto: Yonge & Eglinton Sport Chek - 1:30 - 3:00 PM
Mikael Kingsbury (moguls World Champion, Crystal Globe Winner, Canadian Champion)
Travis Gerrits (aerials - World Championships Silver Medalist, Canadian Champion)
Vancouver: Pacific Center Sport Chek - 11:00 AM to 3:00 PM
Keltie Hansen (ski half pipe)
Chelsea Henitiuk (moguls)
Eddie Hicks (moguls)
Calgary: Market Mall Sport Chek - 11:00 AM to 3:00 PM
Warren Shouldice (aerials - 2011 World Champion - retired)
Jon Vellner (aerials)
Luke Ulsifer (moguls)
Montreal: St. Catherine Sports Experts - 11:00 AM to 3:00 PM
Maxime Dufour-Lapointe (dual moguls Canadian Champion)
Marc-Antoine Gagnon (moguls)
Quebec City: Place Laurier Sports Experts - 11:00 AM to 3:00 PM
Audrey Robichaud (moguls)
Phil Marquis (moguls)
Columbia, the flagship brand of Portland, Oregon-based Columbia Sportswear Company, has been creating innovative apparel, footwear, accessories and equipment for outdoor enthusiasts since 1938. Columbia has become a leading global brand by channeling the company's passion for the outdoors, and an innovative spirit of "trying stuff", into technologies and performance products that keep people warm, dry, cool and protected year-round. To learn more, please visit the company's website at www.columbia.com.
SOURCE: Columbia Sportswear
For further information:
Columbia Sportswear Canada PR
The Marketing Department