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Brand Bites: Columbia, Naturalizer, Soft Star

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Catch up on the latest headlines from this week’s most buzzed about brands.

Columbia Sportswear “Tested Tough” In New Global Campaign

Columbia Sportswear has launched a new long-term global brand campaign starring the company’s chairman, 91-year-old Gert Boyle and her son and company CEO Tim Boyle.

“Tested Tough” is inspired by the company’s Pacific Northwest heritage, and the original “Tough Mother” campaign that also featured Mrs. Boyle, who once famously said, “It’s perfect. Now make it better.” The mantra reflects Columbia’s promise that its products have been “tested tough” by its employees and live up to the chairman’s high standards.

The global campaign—the largest in the company’s history—will kick off this month with broadcast, print, out of home, digital, retail and social elements rolling out in 63 markets across Europe, Asia, South America and North America.

Naturalizer Gets Real

Naturalizer Shoes is showcasing ageless beauty in a new series of family portraits for its fall campaign. Real-life mothers, daughters and one grandmother were selected to showcase their timeless sense of style in Naturalizer shoes.

“For almost 90 years, Naturalizer has celebrated the beauty and individuality of women through its commitment to delivering feminine, stylish and comfortable shoes,” said John Malpiedi, senior vice president and general manager of Naturalizer. “Collaborating with real mothers and daughters was the perfect opportunity to show how Naturalizer transcends and connects generations and empowers women to express their unique sense of style.”

Soft Star Launches Barefoot-Inspired Chukka Line

Soft Star is introducing a new chukka style to its collection. The Hawthorne, designed for men and women, is handmade at the company’s Oregon workshop and boasts a clean, structured look while providing the soft, flexible comfort the Soft Star is known for.

Soft Star Chukkas

The shoes are made of responsibly sourced and safely-treated leather and a Vibram Geo sole and are hand-sewn by artisans in a solar-powered workshop in Oregon. The footwear is designed to be light, spacious, flexible and secure, and mimics walking barefoot. The Hawthorne is available online in three colors and retails for $190.[tps_header][/tps_header]

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