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PRESS RELEASE Sunday / Apr 20, 2008
Press Release | Columbia Sportswear Company Announces Butler, Shine, Stern & Partners as Advertising Agency of Record
Ron Parham
Director of Investor Relations
Columbia Sportswear Company
(503) 985-4584

Toni Lee
Butler, Shine, Stern & Partners PR
(203) 761.1292

Columbia Sportswear Company Announces Butler, Shine, Stern & Partners as Advertising Agency of Record

New Branding Agency to Enhance Integrated Global Marketing Strategy Across Multiple Communications Disciplines

PORTLAND, Ore. – April 21, 2008 – Columbia Sportswear Company (Nasdaq: COLM), a global leader in the active outdoor apparel and footwear industries, announced today it has selected San Francisco-based Butler, Shine, Stern & Partners (BSSP) as its marketing communications strategy agency of record.

To reinforce and extend Columbia Sportswear’s leadership position in the outdoor marketplace, the company sought a partner with proven ability to develop and execute global marketing communications strategies. Columbia will task BSSP with creating a cohesive global messaging that conveys an integrated story around the company’s brands, product concepts and seasonal initiatives. These programs will apply across multiple media platforms, including advertising, retail, interactive and new media.

“During a thorough agency review process covering several months, BSSP clearly demonstrated their global, creative capabilities,” said Dan Hanson, vice president of marketing at Columbia Sportswear. “The early success of our Omni-Shade™ launch points out the benefits of evolving our ability to execute integrated global communications strategies in support of future concepts and initiatives. We welcome BSSP as a new member of the Columbia team and look forward to their strategic contributions in strengthening Columbia’s emotional connections with consumers and increasing demand for our innovative products.”

“We are very happy to be working with Columbia Sportswear," said Mike Shine, creative director of BSSP. "Over the past 20 years, their advertising and communications have made them an iconic brand, and we're excited to take on the challenge of building on that. It's one of those brands that makes you smile, and we want to spread that as far and wide and possible to a new generation of outdoor consumers around the world."

Butler, Shine, Stern & Partners succeeds Portland-based Borders, Perrin & Norrander, which served as the lead agency for Columbia Sportswear for more than two decades. BPN developed Columbia’s award-winning advertising campaign featuring Chairman Gert Boyle subjecting her son, President and CEO Tim Boyle, to a series of unique and entertaining product testing methods promoting the company’s longtime commitment to superior quality and durability.

About Columbia Sportswear Company
Founded in 1938 in Portland, Oregon, Columbia Sportswear Company is a global leader in the design, sourcing, marketing and distribution of active outdoor apparel and footwear. As one of the largest outerwear manufacturers in the world and a leading seller of skiwear in the United States, the company has developed an international reputation for quality, performance, functionality and value. The company manages a portfolio of outdoor brands including Columbia Sportswear, Montrail, Mountain Hardwear, Pacific Trail, and Sorel. To learn more about Columbia, please visit the company's website at

About Butler, Shine, Stern & Partners
BSSP ( is a full-service marketing communications agency based in Sausalito, CA. The agency provides services in advertising, online marketing and web development, brand identity and design, and strategic brand consulting.

One of the largest independent agencies on the West Coast, BSSP is recognized for its ability to provide highly creative, fully accountable marketing solutions to a broad array of marketers including, MINI Cooper, Epson, Greyhound, LucasArts, Diageo Chateau & Estates, The Ritz-Carlton Club and Residences, Take Care Health Systems and Nike. It is a member of Worldwide Partners, Inc. the world’s largest, privately held, owner-operated advertising and marketing services network, made up of 86 agencies in 44 countries across Asia, Europe, Latin America, the Middle East and North America.

The agency recently created the global campaign to introduce the new MINI Clubman around the world. BSSP was most recently recognized with two EFFIE awards for its work for MINI and Converse, as well as two Kelly Awards, including the Grand Prize, for its work for MINI.
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