With stagnating sales and an “old man” image, legendary outdoor brand Columbia needed to rejuvenate its brand and increase sales. Insights showed that “outdoor” lacked relevance to the target audience, who associated it with extreme activities. However, Columbia also found that “outdoor” had positive connotations such as “exploring”. Therefore, Columbia embarked on redefining “outdoor” to make it relevant again. Under the campaign mantra “outdoor is outside your door”, Columbia aimed to inspire young Chinese to go outside of the house and experience new things.