From spring 2017, the apparel, footwear, and accessories in its trail running segment will be badged Columbia Montrail
Columbia Sportswear Company has introduced a realignment of the Montrail brand as a sub-brand of its flagship brand, Columbia. The move signals an increased commitment to its trail running category. From the spring of 2017, the apparel, footwear, and accessories in the segment will be badged Columbia Montrail.
The strategy is not unlike the company’s PFG label being utilised for its Performance Fishing Gear line. The new sub-brand expands the marque’s offerings to include full head-to-toe assortments surrounding performance footwear, apparel, and accessories designed specifically for running on the trail.
“Our mission is to connect active people with their passions. Combining our product innovation, creation expertise, sales, and marketing resources with Montrail’s heritage and reputation will deliver on our mission by meeting the demands of the trail running consumer,” said Tim Boyle, CEO at Columbia Sportswear Company.
The group’s increased focus on the trail running category follows a multi-year partnership with UTMB, one the most prestigious global trail-running events around. Existing Montrail products are available to consumers at specialty retail stores and via its website through the remainder of 2016.