Columbia Sportswear, Discovery Strike Branding Deal
Columbia apparel to appear during Discovery Channel's Survivorman , Into the Unknown with Josh Bernstein .
By Alex Weprin -- Broadcasting & Cable, 8/6/2008 7:14:00 AM
Outdoor-apparel company Columbia Sportswear and Discovery Channel struck a branding deal that will include placement of Columbia apparel in two Discovery shows, a media buy on the network and an online-advertising component.
At the heart of the deal will be the use of Columbia products on Survivorman, about to enter its third season, as well as on a new program, Into the Unknown with Josh Bernstein, which premieres Aug. 18.
Columbia said Discovery’s audience and brand made the partnership a natural choice.
“Discovery Channel programming complements our positioning as an outdoor brand and provides on-air exposure that highlights the benefits of our products,” Columbia president and CEO Tim Boyle said in a statement. “What’s more, Discovery Channel delivers a high index of active, outdoor-minded adults -- a perfect match for the Columbia brand.”
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