On Monday, Columbia Sportswear unveiled a new line of sneaker-boot hybrids, in the outdoor apparel company's first venture into sneaker culture that cashes in on a growing trend of sneaker crossovers. The SH/FT collection is sleeker and might help put the previously unnoticed company on the radar of 'sneaker heads.'
Columbia's new SH/FT collection is its first attempt to venture into sneaker culture and cash in on a growing trend of sneaker crossovers.
Columbia has typically been known for its outdoor apparel, like fleece zip-ups and bulky hiking boots. But the SH/FT collection is sleeker, with bright yellows and teals featured on sneaker-like silhouettes. The new styles might help the company get noticed by "sneaker heads" — devoted young consumers who jump on new releases.
Earlier this year, outdoor retailer North Face also released a trail-ready sneaker collection featuring knit components and colors similar to the SH/FT line. And2018 Lunar Force has disguised its water-repellent ruggedness with a classic Nike Air Force look. "We wanted to make sure were doing things with influencers, collabs, and communication that are simple and easy ways for [young audiences] to discover what we have to offer," Ruppe said. "We definitely wanted to play into that way of thinking as opposed to traditional marketing."
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