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.
Boyle said the turnaround is rooted in reconnecting with what originally made the brand stand out — a blend of performance and personality — and leaning into marketing that cuts through the noise.
"We're having a good time with this stuff," he said, pointing to offbeat campaigns like a tongue-in-cheek "flat earth" challenge — which he still receives emails about from people wanting to participate — and other unconventional stunts. "That's how we make ourselves different. It's resonating."
Early results suggest the strategy is working. Columbia's business in Europe surged, with sales up 35%, or 21% on a constant currency basis, as younger consumers embrace both the brand and outdoor lifestyles more broadly.
In the U.S., where sales were down 10% in the quarter, the company is still in rebuilding mode. Boyle said the focus is on sharpening product assortments and making the brand more approachable through partnerships and targeted categories.
"We just need to get the right product and the right emphasis on what we're doing in the U.S.," he said.
That includes teaming up with outdoor personality Robert Irwin and expanding in women's apparel — areas Boyle sees as key to reigniting domestic growth.
"At the end of the day, the outdoor merchandise that we make is for people to have fun, and we need to make sure that people know," Boyle said, underscoring the strategy now driving Columbia's turnaround.