Columbia Sportswear Co. is investing in its largest-ever summer marketing effort to support its introduction of Omni-Freeze Zero, a
sweat-activated cooling technology. The campaign includes an
exclusive multi-channel marketing campaign with ESPN to engage ESPNs
active audience across television, print and digital
Columbia is also launching the Omni-Freeze ZERO
Tour, an experiential tour featuring two converted ice cream trucks
that will make more than 100 stops at major sporting events, summer
festivals and key retailers across the United States from April through
June. This tour will allow people to see and feel Omni-Freeze ZERO in
action and enter a contest to win an Omni-Freeze ZERO shirt. For details
on the tour and the daily prizes offered, go to:
The product hits retail starting Apr. 5.
The first seasons assortment of Omni-Freeze ZERO is literally head-to-toe, consisting of forty styles of apparel, footwear and accessories for men and women, ranging from performance shirts to athletic footwear, and from ball caps and boonies to snug-fitting briefs. The cooling technology is also incorporated in Columbias successful line of Performance Fishing Gear (PFG).
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 theyre working or playing-something the
company points out applies to nearly everybody on the planet.
exposed to sweat (or any moisture), thousands of little blue rings
embedded in the Omni-Freeze ZERO fabric create an instant and prolonged
We believe consumers will appreciate the fact
that their hard-earned sweat can be used for something more than just
passive evaporation, says Columbias 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 industrys leading
cooling technology. Omni-Freeze ZERO is the latest innovation that is
helping to transform Columbia into a trusted brand for all seasons.