How the Columbia Sportswear return has turned the sports shoe business around
The Columbia Sport Swims shoes were once the most popular athletic footwear brand in the world.
Now they are part of a $100 billion conglomerate that owns brands such as Nike, Adidas and Zara, along with apparel, and more.
And while the company’s stock price has declined since the collapse of the fashion industry in 2014, the company is still profitable.
Now it’s trying to turn that around with a new slate of sports shoe lines.
The company announced the following news on Wednesday: “Colombia Sportswears will re-enter the apparel, footwear and accessories market in 2017.”
The company said that “the new products will be a collection of our most popular footwear, with our signature athletic silhouettes.”
The first products are expected to be released in late summer.
The brand will continue to launch new line of athletic footwear.
“We are very excited about this opportunity to create a new and distinctive portfolio of iconic silhouettes that will enhance the brand’s global brand recognition and elevate its position in the sportswears market,” said Col. Michael Siegel, president of Columbia SportSwims.
“These are iconic sports footwear, and they are designed to deliver the ultimate performance for athletes and fans of all ages and skill levels.”
Col. Michael H. SiegelThe company is also revamping the brands portfolio with new footwear and apparel.”
The brand’s iconic athletic silhouette line has helped us to expand our portfolio of products, create an even stronger foothold in the global athletic footwear marketplace, and to redefine the market for premium sports footwear.”
Col. Michael H. SiegelThe company is also revamping the brands portfolio with new footwear and apparel.
The sportswatches line, which will include a range of women’s and men’s shoes, will include shoes with a wider variety of features, including a cushioning technology to provide support and comfort, an upper that is both breathable and water-resistant, and a lower for added support.
The brand will also introduce new athletic footwear for women, including shoes that offer an “Aero Boost” to enhance performance.
The shoe is designed to help the athlete “push the envelope,” as Siegel said.
Col. Thomas D. Smith, president and CEO of Columbia, said that the company will “continue to offer innovative products for athletes across the globe, as well as new product offerings designed for women.”
“The new products that we introduce in 2017 will provide a compelling offering for all audiences, and we are excited to be part of this brand’s evolution,” Smith said.