Thursday, January 26, 2006

Co-Branding, part 2.

I first wrote about Brand Extensions, Line Extensions and co-branding here and noted that it would be interesting to see how the outdoor industry was going to us them in the future... well Columbia Sportswear is testing the waters in Europe with Nissan.

Set to begin advertising Jan 2006, The 2006 Nissan X-TRAIL Columbia will have a an emphasis on high-value features including a sunroof, advanced DVD based navigation system, heated and power seats with leather trim, and 17" alloy wheels. The X-TRAIL will be one of the best equipped models in the compact sport utility vehicle market. Additionally, all X-TRAIL Columbia models will include unique branded floor mats, door sills and prominent badge placement.

Each X-TRAIL Columbia buyer will also receive a Columbia Selkirk(TM) parka. The Selkirk(TM) parka is a rugged, seam sealed, & lightweight parka with waterproof zippers, zip-off hood, laser-cut multiple function security pockets and Radial Sleeves(TM) technology for ultimate comfort. The garment comes in black and is available, for men and women, in a variety of sizes.

Paul Gils, Europe General Manager of Columbia speaks on the co-branding effort, "This collaboration will complement our marketing efforts as we work to build brand awareness across Europe and our joint efforts will help to expose each brand to new and different audiences. Teaming up with Nissan is a great fit for us since we share common philosophies and the reputation for producing high quality products for outdoor enthusiasts."

Jetta did this in the past with Trek, and Eddie Bauer with the Explorer... will it work for a more outdoor retail soft-good based corporation??



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