How Columbia Sportswear Became America's Most Trusted Brand

HundredX Data Shows Why Columbia Sportswear Made the List

This story appears in Forbes Online as part of the Forbes Halo 100 List on December 16, 2021. The Forbes Halo 100 List is powered by HundredX.

Some outdoor clothing brands wear their heart on their sleeve, so to speak, such as Patagonia suing the Trump administration to protect public lands or REI closing stores on Black Friday to encourage people to spend time outside.

And then there’s Columbia Sportswear, a stalwart retail staple with a third-generation CEO who’s let himself be the brunt of jokes in the company’s ads and takes pride in being “approachable.”

The Portland, Oregon-based wholesale and retail brand may be less outwardly vocal about its employee benefits, social stances and sustainability efforts (even if there are many)—some of the factors that made it rank No. 1 on brand values and trust in our inaugural Halo 100 list, done in partnership with analytics firm Hundred X. Instead, it focuses on marketing the durability and innovation of its products.

The full story can be viewed Here.

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