Last week, Columbia Sportswear unveiled a new global brand campaign with the tagline “Tested Tough.” Last night on “Jimmy Kimmel Live,” it set out to prove those words.
Two new members of the Columbia team appeared in a special segment of the late-night show and were put through their paces by series regular Guillermo.
Or should we say Drill Sergeant Guillermo, who doused Lauren Steele and Zach Doleac with a fire hose, fired snowballs at them and forced them to haul his chair across the set. All in order to prove their grit — and to show off the latest Columbia gear, of course. You can watch the video here.
In connection with Columbia’s new brand campaign, Steele and Doleac were hired recently by the Portland, Ore.-based brand for the new role of “Directors of Toughness.” Chosen out of a pool of thousands of applicants, Steele (a freelance writer) and Doleac (a sports photographer) are embarking on a paid six-month adventure around the world to test the company’s apparel, footwear and equipment.
The “Jimmy Kimmel” show was their first stop.
As far as we can tell the gig seems to be a lot like a brand ambassador but sweatier — and tougher. Case in point: When they’re back at headquarters, the outdoor enthusiasts occupy an unusual office space: a Columbia tent set up on the grounds of the corporate campus.
And according to the brand, the directors will complete a number of challenging tasks and “will be pushed beyond physical limits to demonstrate that Columbia products keep people comfortable and protected in any weather or geography.”
Fans can keep track of their next exploits on social media with the hashtag #TestedTough.