Citing it as an increased commitment to the trail running category, Columbia Sportswear Co. announced a realignment of the Montrail trail running footwear brand as a sub-brand of its flagship Columbia brand. Beginning in Spring 2017, Columbia’s trail running apparel, footwear and accessories will be badged Columbia Montrail. Columbia compares it to the PFG sub-brand utilized in the brand’s Performance Fishing Gear line.
The new Montrail sub-brand will expand Columbia’s offerings to include full head-to-toe assortments of performance footwear, apparel and accessories designed specifically for running on the trail, said the company.
“Our mission at Columbia Sportswear Company is to connect active people with their passions,” said Tim Boyle, chief executive officer. “Combining the Columbia brand’s product innovation and creation expertise, and sales and marketing resources with Montrail’s heritage and reputation for trail running will deliver on our mission by meeting the demands of the trail running consumer.”
The new Columbia Montrail range of performance footwear, apparel and accessories will be available to consumers in Spring 2017. Existing Montrail products will be available to consumers through the remainder of 2016 at specialty retail stores and Montrail.com.
