When we launched this campaign, outdoor participation was at a 12% decline overall. That’s 25 million fewer adventures and falling. If you believe in the world of marketing, you’d think of the outdoors as a piece of adrenaline junkies and not for the faint of heart. Marketing paints one version of the outdoors, but it wasn’t ours. We wanted to create a world of Columbia that was bigger than that. Sure they make stuff that has been worn on Everest, or featured in the X-games, but they also make stuff for the other 99.9% of the outside world. Fact is, people aren’t defined by the mountains they climb. They are defined by the passion to which the climb them, ski them, bike them, paddle them or photograph them. With this in mind, we relaunched Columbia to the world featuring pioneers that have one thing in common, love for The Greater Outdoors.