Columbia Sportswear Company reported the passing of Gert Boyle, the chairman of the board of directors of Columbia Sportswear and its matriarch since 1970.
The cause of death wasn’t disclosed. She was 95.
Boyle’s father founded Columbia after the family fled Nazi Germany and settled in Portland. Her husband took over the business in 1964. Boyle took over the small outdoor clothing company in 1970 after her husband died from a heart attack. At the time, she was a 46-year-old housewife and mother of three with no real business experience. But she was soon joined by her son, Tim, Columbia’s current CEO and President, to lead the family company from near financial ruin to become one of today’s most successful outerwear companies,
Her role in the “One Tough Mother” advertising campaign in the 1980s that gave her national exposure.
In 2003, Boyle became the first woman ever inducted into the National Sporting Goods Association (NSGA) Hall of Fame.
Columbia Sportswear said in a statement, “Our “One Tough Mother” held many jobs at Columbia, from seamstress of the first fishing vest to President to advertising icon. Her sharp wit and wisdom helped propel the company from near bankruptcy in the early ‘70s to the global multi-brand company it is today, with annual net sales of almost $3 billion in 2018. Her pioneering role as a woman in what was then a male-dominated industry is a testament to her strength of character and ability to persevere through difficult situations.
“Gert’s humor and business savvy were sought by many people at Columbia Sportswear Company and she was truly beloved. Gert was unique and we feel fortunate to have had her as a leader for over almost 50 years.
“In lieu of flowers, please consider a donation to Oregon Health and Sciences Knight Cancer Institute. An announcement will be made about a celebration of Gert’s life soon. There is much to be celebrated.”
