Columbia Sportswear Company is shifting brand strategies as it aims to claim a bigger piece of the trail running category. The company said it will realign the Montrail trail running footwear brand as a sub-brand of its flagship Columbia brand.
Beginning in Spring 2017, Columbia’s trail running apparel, footwear and accessories will be labeled Columbia Montrail, similar to the Columbia PFG sub-brand utilized in the brand’s Performance Fishing Gear line. This new sub-brand under Columbia will expand its offerings to include full head-to-toe assortments of performance footwear, apparel and accessories designed specifically for running on the trail.
The company’s increased focus on the trail running category follows a multi-year partnership with the UTMB, one the most prestigious trail running events.
“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.”
Existing Montrail products will be available to consumers through the remainder of 2016. The new Columbia Montrail range will be available to consumers in Spring 2017.