Just as Columbia Sportswear sought out two 'Director of Toughness' in the United States, the brand is looking a little further north to recruit an 'Agent of Tough' from Canada.
The contest coincides with the launch of Columbia's Tested Tough campaign, which will challenge Canadian entrants to complete a series of adventure-filled missions in order to find the best possible representative to pit its apparel, outerwear and footwear against the harsh Canadian elements.
The winning Agent of Tough will receive a series of three-day trips to desirable locations such as Mont Tremblant, Blue Mountain, Whistler, as well as a visit to Columbia Sportswear’s Headquarters in Portland, Oregon, as well as a variety of gear to keep them prepared for whatever the weather throws their way.
Resilient Consumer Contests
Columbia Sportswear is Recruiting an 'Agent of Tough' in Canada
Trend Themes
1. Resilient Consumer Contests - Brands are creating contests that challenge consumers to test their products in extreme conditions to showcase their durability and performance.
2. Brand Ambassador Competitions - Companies are hosting competitions to find brand ambassadors who embody the values and spirit of their brand, and can serve as authentic advocates.
3. Adventure-based Marketing Campaigns - Marketing campaigns are incorporating adventurous missions and experiences to engage consumers and create memorable brand interactions.
Industry Implications
1. Outdoor Apparel and Footwear - Opportunities exist for companies in the outdoor apparel and footwear industry to create similar consumer contests that highlight the durability and performance features of their products.
2. Tourism and Travel - The tourism and travel industry can consider partnering with outdoor gear brands to create adventure-filled missions and experiences that attract adventurous travelers.
3. Marketing and Advertising - Marketing and advertising agencies can develop campaigns that incorporate adventurous elements to capture consumer attention and create more engaging brand experiences.