Columbia Sportswear moves Montrail to sub-brand

The Montrail name is being realigned within the Columbia portfolio.

Columbia Sportswear has announced a realignment of its branding strategy, with Montrail trail running footwear becoming a sub-brand of its flagship Columbia name. According to the US-based company, this move signals an increased commitment to trail running.

From spring 2017, all of Columbia’s trail running footwear, apparel and accessories will carry 'Columbia Montrail' insignia. This new sub-brand will reportedly expand to include full head-to-toe assortments of performance footwear, apparel and accessories designed specifically for the category.

"We see trail running as a natural fit for Columbia and a significant growth category," said Joe Boyle, senior vice president of Columbia brand merchandising and design. "Trail runners put their gear through some of the most challenging environments imaginable. We look forward to delivering a line of innovative trail running gear that helps runners perform to the best of their abilities."

Publishing Data

This article was originally published on page 2 of the March 2016 issue of SATRA Bulletin.

Other articles from this issue »

---