Columbia Sportswear Hires New Marketing Chief as Sales Decline 3%

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4.3.2026

Quick Facts

Columbia hired Matthew Sutton as Senior VP of Marketing after 3% sales decline to $3.37 billion in 2024
Company launched ACCELERATE growth strategy and increased marketing spend to 6.5% of sales from 5.9%
North America sales fell 10% in Q3 while international markets grew 10-17%

Columbia Sportswear named Matthew J. Sutton as Senior Vice President and Head of Marketing in September 2024 as the outdoor apparel company works to reverse declining sales and attract younger consumers.

Sutton joins from FreshDirect where he served as Chief Marketing Officer. He previously held the same role at The Black Tux and worked in global marketing at Facebook. He replaces Chief Marketing Officer Pri Shumate, who left in October 2023.

The hire comes as Columbia reported a 3% sales decline to $3.37 billion in 2024, with net income falling 11.2% to $223.3 million. The company faced particular challenges in North America, where U.S. sales dropped 10% and Canadian sales fell 21% in Q3 due to retailer caution and soft consumer demand.

“Matt will help lead the strategic integration of our entire global marketing, including developing omni-channel marketing strategies and upleveling our capabilities,” said CEO Timothy Boyle. “His arrival brings significant momentum as we unlock our brand’s opportunity.”

Columbia launched its ACCELERATE growth strategy in 2024, targeting younger and more active consumers through product and marketing changes. The company increased its marketing spend to 6.5% of sales from 5.9% in 2024, with an estimated $30 million allocated entirely to digital channels.

The company also appointed adam&eveDDB as its new global creative agency following a competitive pitch. The London-based agency will work with Columbia’s New York and San Francisco offices on the brand transformation.

“The Columbia brand is fun, irreverent and authentic, and this will become increasingly evident in our marketing,” Boyle said. The multi-year strategy aims to reposition the 85-year-old brand while maintaining its outdoor heritage.

Despite domestic challenges, Columbia saw growth in international markets. Sales increased 10% in Europe, the Middle East and Africa, and grew 17% in Latin America and Asia Pacific during Q3.

The company implemented a Profit Improvement Program that delivered $90 million in cost savings in 2024, targeting $125 to $150 million in annual savings by 2026. Columbia forecasts 2025 sales of $3.40 to $3.47 billion, representing 1% to 3% growth.