PRIMER INDONESIA CELEBRATES COLUMBIA’S 80TH ANNIVERSARY WITH FUN OUTDOOR CHALLENGES AND EXHIBIT
PT Yuna Asia celebrated Columbia’s 80th anniversary on November 24 to 25 at Paris Van Java (PVJ) Mall in Bandung, Indonesia.
Kicking off the two-day commemoration was the “Columbia Tough Challenge” at Next Level XL Outbound Indoor Adventure (2nd Level of PVJ). Dozens of participants test their toughness on a series of obstacles such as speed climbing, monkey bar, cargo net, flying fox, walking on the line, and stepping bar.
The course was indeed very difficult that only a quarter of the contestants managed to complete the eliminations. Of that sum, the top five fastest players proceeded to the finals wherein they had to endure another set of tests. Not surprisingly, all of them finished the tough challenge proving how resilient they are; but of course, the fastest one bagged the grand prize: $350 worth of Columbia products, vouchers, and giveaways from Hydro Flask.
Sunday’s affair was more laid back, which caught the attention of the thousands of mall-goers. Taking place at the mall’s main atrium was an exhibit that showcased the brand’s primary pillars – hiking, traveling, performance fishing gear, and montrail (trail-running products).
Some local influencers took part in our talk show wherein they shared their experiences outdoors and how the brand kept them Cool, Dry, Warm, and Protected all throughout their activities. Athletes present during the program are Bayu Noer, television host and fishing expert; Mathilda Dwi Lestari and Fransiska Dimitri Inkiriwang, the first two Indonesian women who completed the seven summits; and Xaverius Frans of Indonesia Expedition who happens to be another seven-summiteer. Arief Wismoyono, Indonesia’s leading trail runner who is also a part of our roster of athletes, expressed interest as well to deliver the talk for that day.
One of the event’s highlights was the Interactive Wall in which by touching the wall, onlookers would be able to know more about Columbia’s rich history, proprietary technologies, new arrivals, among others.
Bystanders were able to try some products themselves, too, by assembling a puzzle inside a 10-degree freezer truck while sporting a Columbia Omni Heat 3D jacket (the brand’s latest innovation), and by strolling or dashing through our Montrail race track as they wear Columbia footwear. The said short course featured different terrains – rocky, muddy/slippery, and a normal trail condition. Participants who completed both wear tests got vouchers and raffle entries that would entitle them to win Columbia merchandise.
Closing the celebration was a show-stopping fashion show that focused on Columbia’s function-meets-fashion Fall Winter ’18 collection, which proved that the brand is not only for technical or performance use, but may also be worn on a casual, day-to-day setting.
“Here in Indonesia, Columbia is mostly known as a winter brand. There’s definitely more to Columbia than just jackets which is why we decided to hold this event, displayed our travel, hike, and trail run collections on an exhibit, and solicited the help of our fishing and climbing athletes to entice everyone to get outside to engage in outdoor activities.” said Ken Co, PT Yuna’s General Manager for Business Development.
“At the same time, the celebration allowed the consumers to experience the products first hand via the Montrail race track, as well as the Omni Heat 3D Freezer Truck. What better way to relaunch Columbia than on its 80th anniversary?” he adds.
“It was great seeing the local ambassadors converge and celebrate this milestone for the brand. Celebrating this as well in Bandung, the outdoor mecca of Indonesia, is just perfect. We hope that through this event and activities offered, more people will have a better appreciation not only of the Columbia brand, but the outdoors in general,” Dino de Leon, Assistant Vice President for Regional Brand Management of Primer International Management Limited.
For inquiries, you may contact any of the following Columbia Indonesia representatives: Marianus “Ian” Kristiawan at firstname.lastname@example.org or Alit Udayana at email@example.com.
Contribution: Ian Kristiawan, Alit Udayana, and Ken Co/PT Yuna Asia