Columbia’s summer campaign captivates Chinese outdoor enthusiasts

Overview On May 5, American outdoor brand Columbia once again struck a chord with its latest brand video. Teaming up with Chinese actor Jiang Qiming, who is known for outstanding performance in recent TV dramas and films, the company unveiled a captivating narrative that delves deep into the essence of its brand proposition: embracing nature. Building upon the success of last year’s fall brand showcase, this new offering takes viewers on a journey through the lens of childhood innocence, juxtaposing the urban hustle with the tranquility of the great outdoors. Themed “Summer Hiking,” the short film captures the essence of seasonal exploration, weaving together authentic dialogue, vivid imagery, and nostalgic anecdotes to create a tapestry of summer adventure. Netizens’ reactions The video's reception has been nothing short of extraordinary – it garnered 15 million views on Weibo within four days. Its success can be attributed to a winning formula of uniqueness, fun, and inclusivity, which resonate deeply with local outdoor enthusiasts who have lauded its creative storytelling and the inspired casting of Jiang. Verdict The Chinese market continues to witness a surge in interest in sports and wellness pursuits, a trend that has not gone unnoticed by global sportswear and outdoor brands. According to data from Gongyan Research, China’s outdoor equipment market was worth $12.07 billion (87.2 billion RMB) in 2023, and is forecast to expand at a compound annual growth rate of 5 percent from 2023 to 2028. Columbia’s success stems from its understanding of the diverse needs of consumers. With the imminent arrival of summer, the brand’s unveiling of a new line of summer hiking products is timely. The range caters to a spectrum of outdoor activities such as classic hiking, fast hiking, stream tracing, and fishing. At the heart of Columbia’s ethos lies a genuine curiosity about the intricate dance between humanity and nature. Through Jiang’s endorsement, the brand seeks to ignite a passion for hiking among consumers, empowering them to forge deeper connections with the outdoors and embrace a sense of adventure. As summer beckons, Columbia’s latest offering serves as a reminder to all: amid the chaos of modern life, the call of the wild remains ever-present, waiting to be answered.

Sectors

Insights

Company

Columbia’s summer campaign captivates Chinese outdoor enthusiasts