Columbia Sportswear Will Realign Its Montrail Brand

Columbia Montrail Example Rendering Trail Running
An example of the coming Columbia Montrail branding.
Courtesy of brand

Columbia is a standout in the outdoor industry, with an umbrella of brands celebrated by outdoor enthusiasts. Today, the company announced that one of those brands, Montrail, will be realigned as a Columbia sub-brand.

Columbia’s trail-running shoes, apparel and accessories will feature Columbia Montrail branding, according to a company statement, similar to the Columbia PFG branding used for its Performance Fishing Gear line of products. With the realignment, Columbia will offer more trail-running products, including shoes, apparel and accessories. The realignment will debut in spring 2017.

“Our mission at Columbia Sportswear Company is to connect active people with their passions,” said Tim Boyle, CEO of Columbia Sportswear, in a statement. “Combining the Columbia brand’s product innovation, creation expertise and sales and marketing resources with Montrail’s heritage and reputation for trail running will deliver on our mission by meeting the demands of the trail-running consumer.”

The current line of Montrail products will be available to consumers through specialty retail and the brand’s website for the remainder of this year.

“We see trail running as a natural fit for Columbia and a significant growth category,” said Joe Boyle, SVP of Columbia brand merchandising and design, in a statement. “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.”

In December, Columbia Sportswear was named 2016 presenting sponsor of the mountain ultra-marathon Ultra-Trail du Mont-Blanc, which acknowledges the company’s dedication to the trail-running category.

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