Tariff Headwinds and U.S. Headwinds
Columbia Sportswear CEO Tim Boyle highlighted ongoing challenges in the U.S., noting that uncertainty around trade policy continues to weigh heavily on consumer sentiment and wholesale orders at home.
The company anticipates tariff-related expenses of $35 million to $40 million in 2025 and plans to absorb much of this cost, while exploring mitigation through pricing actions, vendor negotiations and operational efficiencies.
International Momentum and the ACCELERATE Strategy
In contrast to domestic softness, Columbia’s international business is thriving: the EMEA and LAAP regions are delivering double-digit growth, particularly in markets like China, Japan and Europe.
Boyle pointed to emerging market expansion, omnichannel execution and compelling marketing activations aimed at younger shoppers as drivers behind this momentum.
Revitalizing the U.S. Brand
Columbia is launching its ACCELERATE growth initiative, rolling out a global marketing platform and refreshed brand identity on August 4. Digital upgrades – including a redesigned e-commerce site, new product lines such as the Amaze Puff Insulated Jacket and elevated in-store presentation – aim to reenergize the brand's U.S. presence.
However, Boyle cautioned that rebuilding U.S. brand affinity will be a gradual process, with wholesale recovery expected to remain muted through the first half of 2026.
Strategic Outlook
Columbia Sportswear faces a bifurcated landscape: domestic challenges rooted in trade policy uncertainty and heightened costs versus increasingly dynamic international markets. Through the ACCELERATE strategy, the company is doubling down on brand-building and digital innovation at home, even as global demand sustains its overall growth.
