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Columbia Sportswear
CEO Tim Boyle says the company’s turnaround is being driven by an unconventional edge: making the brand fun again.
“We sort of recognize that at the end of the day … we’ve got to be different,” Boyle told Jim Cramer on “Mad Money.” “All of our competitors, frankly, take themselves very seriously … But if we’re going to be different, we need to talk about how much fun the outdoors is.”
That shift comes as Columbia — the apparel company known for brands like Columbia, Mountain Hardwear, Sorel, and Prana — looks to regain its footing after a prolonged slump. While the stock remains well below its 2021 highs, the latest quarter suggests momentum may be building. Shares rose more than 2% on Friday after the company delivered an earnings beat and raised its full-year profit outlook despite tariff pressures.
