Columbia Sportswear’s latest campaign, “ Engineered for Whatever ,” feels like a breath of fresh mountain air—the kind that slaps you in the face mid-adventure and reminds you you’re alive (and maybe slightly underdressed).

It’s a bold new platform that doesn’t just showcase product performance; it wraps it in the brand’s signature irreverence and chaotic charm.

The work, created by adam&eveDDB, is weird. Delightfully over the top. Equal parts absurd and effective. And that’s what makes it stick. In a sea of outdoor brands earnestly whispering about peak performance and rugged resilience, Columbia is shouting from the mountaintops—in a snowstorm, with a goat, wearing a jacket that may or may not have been tested in space.

And it works.

This campaign is a cheeky callback to the brand’

See Full Page