Columbia Goes Big: Inside “Engineered for Whatever”
- colin7931
- Aug 29, 2025
- 37 min read
Today on The Rock Fight, The Brief is back!
The Brief is a look at the brand and creative efforts of the outdoor industry as broken down by our brand and creative expert, Producer Dave. Today we're taking a look at Columbia's recent (and maybe controversial?) campaign: Engineered For Whatever.
And we have a special guest as Colin and Producer Dave are joined by Columbia's SVP of Marketing, Matt Sutton.
Matt talks about the origins of Engineered For Whatever, how he and his team were empowered to go big, and what the campaign means for the future of Columbia. And of course we ask Matt about the reaction to the campaign; both the positive and the negative.
Would you like your brand or marketing campaign to be broken down on a future edition of The Brief? Drop us a line at myrockfight@gmail.com.
Sign up for NEWS FROM THE FRONT, Rock Fight's semi-weekly newsletter by heading to www.rockfight.co and clicking Join The Mailing List.
Please follow and subscribe to The Rock Fight and give us a 5 star rating and a written review wherever you get your podcasts.
Want to pick a fight with The Rock Fight? Send your feedback, questions, and comments to myrockfight@gmail.com.
Click Here To Listen On Your Favorite Podcast App
Or Just Click The Player Below!
Episode Transcript:
Colin True
00:00:00.160 - 00:01:20.970
In the store aisles, a quiet revolution is happening with Endeavor. Frontline staff aren't just selling products. They're building trust, making connections, and turning browsers into loyal customers.
Let's see how he didn't know which brand he wanted, just that the trail ahead was rocky. But she knew because she'd trained for this moment right on her phone.
A quick conversation, a confident recommendation, and a perfect fit hiking boot later, he's ready for his trip. That's right, she's. She's a shout floor hero. It may be lunchtime, but between sandwich bites, he learned about fog fighting tech and snow goggles.
An hour later, that knowledge helped a customer pick the perfect pair and add a helmet, too. Learning on the go, selling with certainty, adding value. Yup, he's a shout the flow hero.
Endeavor is a mobile first platform that equips retail staff with training, incentives, and tools to boost sales and brand engagement. Brands gain insights, sell through improves, while retail associates stay motivated. Ready to get started?
Just head to Endeavor IO, update your brand profile and upload your dealer list to access the free features. And when you're ready, launch your first pay as you go campaign.
With flexible scalable options, Endeavor turns everyday interactions into strategic wins. The result?
Chris DeMakes
00:01:21.130 - 00:01:41.030
Be a shop floor hero. Endeavor's here to stay. Shop floor hero. Sell through is the way. Rock fight. Rock fight. Rock fight. Rock fight. Rock fight. Rock fight.
Colin True
00:01:42.310 - 00:01:56.310
Welcome to the Rock Fight where we speak our truth, slay sacred cows, and sometimes agree to disagree. This is an outdoor podcast that aims for the head. I'm Colin True, and joining me today, he's engineered for a cold, cold ipa. It's producer Dave.
Producer Dave
00:01:57.030 - 00:01:59.590
Yes, I can testify to that.
Colin True
00:02:00.300 - 00:02:01.260
You ready to talk about Columbia?
Producer Dave
00:02:01.340 - 00:02:06.140
Oh, yes, I am. Yes, I am. We haven't clearly we haven't talked enough about it.
Colin True
00:02:06.300 - 00:02:49.790
I know, right?
So coming up later today, Dave and I will be joined by the senior vice president of marketing for Columbia, Matt Sutton, to talk about Columbia's Engineered for Whatever campaign. But first, some programming reminders.
Be sure to come back to the Rock Fight on Monday where Dave and I will be joined by outdoor industry insider Owen Comerford to talk about the outdoor industry. And on Tuesday, head to the opening open. And on Tuesday, head to the open container podcast feed to get the latest from Doug Schnitzbahn.
But the big news of the week will be the debut of Gear Abbey on the Rock Fight Podcast network. That will be next Thursday, September 4th. Go follow and subscribe to Gear Abby now.
And hey Dave, if you know any of our listeners wanted to reach out to us, maybe follow along with anything else that we do. What? What would you recommend they do?
Producer Dave
00:02:50.030 - 00:03:17.610
Well, Colin, the directions are simple. They might even be familiar.
If you want to sign up for our newsletter whenever that may come out again, we're not quite Head over to the Rock Fight Co.
Follow us on Instagram, get some video clips of our latest podcast episodes, or email us@myrockfightmail.com if you've got a chip on your shoulder, want to throw a rock, or you know, just even crazily enough, have something nice to say.
Colin True
00:03:17.850 - 00:03:41.760
All right, well, let's get into it. But first, the opening shot on today's episode of the Rock Flight is presented by Lem's Shoes.
As the summer season wraps up, now is a great time to get ready for fall with Lem's from easygoing slip ons and refined leather lace ups to tough trail ready boots, Lemz offers footwear for every occasion. And guess what guys? Their fit is unmatched. If you've never experienced the fit of a pair of Lems, I think producer Dave, he just feels sorry for you.
Producer Dave
00:03:43.600 - 00:03:53.230
It's true, Colin, if you if you don't know what fit first feels like, then you are fit second fit less fit, more so built.
Colin True
00:03:53.230 - 00:04:42.590
With comfort, durability and versatility at their core, their collection is ready to take you wherever the season leads. And with fresh, exciting styles just around the corner, be sure to stay tuned.
But in the meantime, head to lemshoes.com right now and get your feet into the best fitting shoe you've ever worn. Okay, so we're back with the Brief. This is a semi regular deep dive featuring our brand and creative expert producer Dave.
A few weeks ago we looked at Speedland and today, I mean, how could it really be anything else? We're going deep on Engineered for Whatever by Columbia. And we covered the launch of this campaign on the Rock Fight a few weeks back.
And out of that conversation we then heard from Columbia's SVP of marketing, Matt Sutton, who, like I said, you're going to hear from shortly. But let's stay. Let's set the stage, Dave, for this edition of the Brief.
So why is kind of an obvious question, but let's just start with why did you want to go deep on this one?
Producer Dave
00:04:44.190 - 00:05:10.090
Because why not, Colin?
I mean, I look, there's a couple reasons, as if you heard our last discuss, genuinely liked what we saw as much as maybe there were unanswered questions and certainly in spite of some of the conversations that it provoked.
But for the you Know, oftentimes we're kind of talking critically about things and so when we see something that strikes a positive nerve, we should talk about it.
Colin True
00:05:10.730 - 00:05:39.030
I don't want to step too much on our conversation with Matt, but when I look at some of the things that have, that they're doing with engineered for whatever and how they created the campaign, specifically the agency they brought in for this, which was Adam and Eve, Dee db and before knowing about them, I just assumed it was the adult toy, you know, online website. Adam and Eve might be. But, you know, that doesn't seem like a.
Is that a typical choice, would you say, for an industry, for an outdoor industry brand? Do you typically see an agency like that doing work in our space?
Producer Dave
00:05:39.670 - 00:06:38.110
No, not at all. And, and, and there's nothing typical about this whole thing. And I think that's again, part of the. What makes it such an attractive discussion point.
Right.
You have a relatively conservative stayed brand for the most part, reaching back to kind of a historic justification to do some irreverent work, then really going off the rails with that and bringing in a British agency known for big, high level work, conceptual work, not necessarily disruptive in your face type things that would appeal to American younger sensibilities, which is exactly what they've done here.
So no, there's nothing traditional except for the fact as a global agency, and we will talk about this probably, that you're always looking for ways to create umbrella campaigns that resonate outside of just the US market. How do you, how do you draw some of those connections? And sometimes bringing in a UK based group can help you do that.
Colin True
00:06:38.430 - 00:06:45.390
How do you look at Columbia right now? How do you see that brand as a creative, maybe, maybe heading into this.
Producer Dave
00:06:45.630 - 00:07:20.610
Prior to this thing dropping, prior to. Well, look, this is the first big brand campaign they've done in a decade.
So it's not like there's been a lot of juice there and a lot of their stuff is very kind of straightforward. So I would say there's two ways. How do I look? We'll see, Mike. This is the beginning and we'll see where this goes.
But as a first start, it's pretty interesting and I think it should give hope to creatives who have to express brands, oftentimes like brands of the same features and benefits and essential brand qualities. And how do you do that differently? And that's, I think, what we have.
Colin True
00:07:20.610 - 00:07:43.690
Yeah, hope is an interesting word, right, Because I think of the. I think there's always often a lack of hope with the most vocal people in our industry sometimes. Right.
Because not that some of the criticism levied at Columbia, which we'll get into with Matt by the more verbose outdoor industry people, isn't, Isn't earned to some degree. I understand the perception people have at Colombia when you're more familiar with a cooler, Nichier kind of outdoor brand.
Producer Dave
00:07:44.340 - 00:07:44.580
Yeah.
Colin True
00:07:44.580 - 00:08:07.860
But I was. And maybe, maybe I'm just naive.
I thought it was a little over the top, these sort of just outright rejection of this campaign by some folks, you know, and it's like, you know what? It doesn't. That's why I thought it was as obvious what they were doing. Like they're truly, they're clearly trying to do something different.
And you may not, it may not resonate with you, but to say you don't really understand what they're going for here would seemed a little, I don't know, that just seems silly to me.
Producer Dave
00:08:08.340 - 00:08:26.030
Yeah. You know, though, I guess one thing with when it takes to brands and creative solutions, there really isn't just one way. Yeah, I mean, there are.
Columbia could have gone many different ways. Some more traditional, some kind of out there that all would have been. That all could work.
Colin True
00:08:26.030 - 00:08:26.470
Yeah.
Producer Dave
00:08:26.870 - 00:08:41.230
Right. And so I guess that's the thing. Some people just are going to, you know, bring the subjectivity to it, which it is.
But yeah, I just tend to lean to things that are bright and interesting and new and energetic and I think that checks all the boxes.
Colin True
00:08:41.230 - 00:08:47.490
All right, well, this is the second edition of the Brief and already we have a pretty high ranking official from the brand recovering. So this is. Is exciting.
Producer Dave
00:08:48.210 - 00:08:56.610
Yeah, it is. Because, you know, I think that's what we want to get to. Where does this, where did this come from? How did it come to be and how's it doing?
Colin True
00:08:56.770 - 00:09:02.050
I want to have somebody on someday that did something that you and I just really didn't like at all. I think that'd be really fun.
Producer Dave
00:09:02.690 - 00:09:08.650
Oh, I would love them. And I would love them to. To have to hand us our asses in terms of rationale.
Colin True
00:09:08.650 - 00:09:09.010
Right.
Producer Dave
00:09:09.010 - 00:09:11.530
And why it's right and why we're wrong. You bet.
Colin True
00:09:11.530 - 00:09:34.720
That's amazing. All right, well, let's take a quick break and then when we come back, Dave and I will be joined by Columbia's Matt Sutton.
All right, today's edition of the Brief on the Rock Fight was presented by Oboz, who wants to share their love of hiking. And we want to help them by uncovering all the different ways we love to take the long walk, including the following.
Number one, today, that squirrel that stole your snack. You know what, you respect them for it.
Producer Dave
00:09:35.440 - 00:09:35.760
Yeah.
Colin True
00:09:35.760 - 00:09:39.000
You kind of have to some snack stealing squirrels up there in Portland, Dave. Just out there.
Producer Dave
00:09:39.000 - 00:09:41.120
Oh, dude, the squirrels up here are next level.
Colin True
00:09:41.200 - 00:09:42.480
They wax their whiskers.
Producer Dave
00:09:42.960 - 00:09:53.580
Yeah. It's almost like we have the Sharks and the jets though.
You've got multiple kind of gangs hanging out on different sides of the branches, all making a break for the food supply. It's something to watch.
Colin True
00:09:53.980 - 00:10:01.820
Number two, you get to high five strangers without explaining why. I co sign that I think people should do more weird stuff like that on the trail.
Producer Dave
00:10:02.380 - 00:10:09.100
I think we should not describe it as weird, but as just acknowledging your fellow human in a positive, uplifting way.
Colin True
00:10:09.100 - 00:10:09.740
I love that.
Producer Dave
00:10:10.140 - 00:10:10.780
Come on.
Colin True
00:10:10.940 - 00:10:14.460
Number three, Every tree is silently rooting for you.
Producer Dave
00:10:15.190 - 00:10:16.230
I like to believe that too.
Colin True
00:10:16.470 - 00:10:18.550
They call you out, you're going by go Dave.
Producer Dave
00:10:19.510 - 00:10:20.310
I need that.
Colin True
00:10:20.630 - 00:10:55.990
Especially the trees that see you cruising by in a pair of Oboz highlight mid waterproof boots. Oboz Highlight is rooted in the spirit of Highlight Canyon.
Designed for lasting comfort and made with recycled and bio based materials, the highlight collection is designed to support your stride, whether that's out on rocky switchbacks or wandering closer to home with those judgy squirrels.
We say the snack stealing squirrels and the and the high fiving strangers and this hiking appreciation moment is brought to you by Oboz of Bozeman, Montana, the maker of premium quality footwear for the trail and the cupid to the outdoor world. Oboz love hiking.
Producer Dave
00:10:56.790 - 00:10:58.150
Do you have a squirrel in your throat?
Colin True
00:10:58.150 - 00:11:09.670
I have a squirrel in my throat apparently. All right, well, I am here with producer Dave and senior vice president of marketing for Columbia, Matt Sutton. Welcome to the show, Matt.
Matt Sutton
00:11:09.990 - 00:11:10.950
Thanks for having me.
Colin True
00:11:11.630 - 00:11:14.670
Yeah, man, thanks for coming on. Thanks for reaching out to us. It was great to get your email.
Matt Sutton
00:11:15.230 - 00:11:24.750
Well, I heard the call out so we had to reach out and it was just a fantastic conversation to listen to. So we're like, we got to get on and talk to you all about it.
Producer Dave
00:11:25.310 - 00:11:31.950
I love those call outs. We just never actually expect anybody to be listening to them, to hear them and do it. So it's great.
Colin True
00:11:32.190 - 00:11:39.150
We know that every brand sits around at a roundtable on Monday morning. We listen to the rock fight as a team and, you know, take action items.
Matt Sutton
00:11:40.110 - 00:11:47.150
I think you've got a captive audience of folks who are driving in on Monday morning and listening in this, in this, in this category.
Colin True
00:11:47.950 - 00:11:57.790
Well, that was the goal. So I'm glad if it's happening at all. That's exciting. But, but we're obviously Here to talk to you about Engineered for whatever. I assume this is.
Is it your baby? Is this your baby?
Matt Sutton
00:11:58.910 - 00:12:02.670
Certainly, yeah. It's. It's been my entire life for the past year.
Colin True
00:12:03.230 - 00:12:08.350
Right. Because you. So you came in to Columbia. It was in 2024, basically. And then they kind of write into this.
Matt Sutton
00:12:09.040 - 00:12:21.120
Yeah, we started this journey with the agency, gosh, almost 18 months ago. And I joined just about a year ago, Right. As we were starting the development of the campaign.
Colin True
00:12:21.520 - 00:12:47.980
Okay, all right, well, let's go back there. Because anytime producer Dave and I see what a brand has done, whether we liked it or not, we always really want to know about that inception moment.
Right.
When a brand's marketing team is sitting in a room, they're working through ideas, lightning strikes, sometimes it fizzles, and they follow the fizzle when they should be waiting for the strike. But that's okay. And so it's something for a new campaign. Right. So what was that moment? Even if it was. Maybe predates you a little bit.
Like what was at the beginning event, what became Engineered for whatever.
Producer Dave
00:12:48.380 - 00:12:51.100
Ask him the question, Kwel. Ask him the question.
Colin True
00:12:51.500 - 00:12:52.460
What was the brief?
Producer Dave
00:12:52.780 - 00:12:53.260
Yes.
Matt Sutton
00:12:56.300 - 00:14:29.590
Well, yeah, so it's funny because even when I was interviewing, we were talking about kind of the strategy of this campaign, and it started with Joe Boyle. Actually, we started. Columbia started a transformation across the whole company two years ago called Project Accelerate.
And 18 months ago, actually, Joe Boyle sent a letter to the top 10 ad agencies in the world with like, a really beautifully written letter outlining what we wanted to do.
And he basically said that he wanted to find a partner who could help us get the Columbia brand to be different from the recent past, but familiar to our legacy. And so with that letter and with that impetus, we went through the pitch process and narrowed it down to Adam and Eve.
And then when we got in, in the brief, our brief was really simple. With that letter, we also put up six images on a wall, and they were six images of the competitive set.
And we took little post it notes and blacked out the logos. And when you did that, they could all be from the exact same brand.
One brand, you know, beautiful, perfect, serene, sunny weather, overly serious models, posed shots. And we're like, this is the brief. We want to do something different from this that is true to our heritage. And it just. It went from there.
And it was really, really natural.
Producer Dave
00:14:30.150 - 00:14:33.190
I know that mood board. I've seen that mood board.
Colin True
00:14:33.190 - 00:14:52.430
Yeah, yeah, yeah, sure. And I love that as a. As a metric of tying the product into the brand.
Right where we talk a lot about that in the pod about like cover up a brand's logo and can you still tell who made that product? Right. And so to bring that into the creative process. I mean, Dave, have you ever heard of that before in your career? That's.
That sounds actually so simple. But I don't think it happens a whole lot.
Producer Dave
00:14:52.430 - 00:15:03.390
Honestly, Colin, that's something they teach you day one in. In a sense of a good. Of a good advertising strategy type of. Yeah, that's it. But. But how easy is it to get lost in that?
Colin True
00:15:03.870 - 00:15:07.870
Yeah. Or hire people in the outdoor industry who don't have that background, we call it too.
Producer Dave
00:15:07.870 - 00:15:23.680
There's a lot of ads that sell the category, not the brand. Right. And that's what it's kind of referring to.
Yeah, they all sell outdoors, but they're not distinguished between which brands, why they're different. What makes that exciting. So to start from that base, I think it's perfect. That's how you get great work.
Colin True
00:15:23.990 - 00:15:30.070
I was actually really hoping that Matt was going to say that like they started with this. An image of the grim reaper chasing somebody, like build off of this, you.
Producer Dave
00:15:30.070 - 00:15:31.550
Know, that also worked. Dude.
Matt Sutton
00:15:31.550 - 00:15:32.950
But we got there a few months in.
Producer Dave
00:15:32.950 - 00:15:34.070
No, that would be so great.
Colin True
00:15:34.550 - 00:15:59.110
But to that point, like so. And you'd have to jump ahead because we want to talk about some of the louder voices who maybe didn't like the campaign so much in the industry.
But at the same time, like one of those kind of recurring loud voices was like, you know, the kind of where people, how they view Columbia as a brand and the products and things like that.
So when you now look at the brand, like where is it from that point, like where do you want the brand and the product line by extension to be at some point? Where do you want this to go for sure.
Matt Sutton
00:15:59.110 - 00:17:41.290
I mean, if we look at the brand where it is right now, today or even a month ago, before we launched the campaign, which is today really, it's known, it's. It's a trusted brand. It's a staple, you know, across, across the US and globally.
People know it and consumers tell us that it's trusted, value oriented, you know, durability, lasting quality, a lot of good, positive sentiments around that. It's also and has not been a part of the cultural conversation for several years.
And so we have all these amazing like brand association and attributes with current customers and like across demographics that we just want to build on and sharpen and get to a point where in six months time, Columbia is regularly talked about as it has been for the past month within the industry, but also, and we can talk about the response from consumers and then in one to two years getting credit for our innovation. I talked about that slide of sea of sameness and that was from a creative perspective. But there is a sea of sameness in technology in the category.
This is something we get very little credit for is the fact that most of the category is licensed, the same licensed technology.
And we have, we have a lab here in Portland and then, you know, global production of our own proprietary technology that is objectively test better and we just don't get credit for that. And so being known for innovation and that's kind of the product testing that we've done is something that we're really focused on.
Colin True
00:17:41.690 - 00:18:33.430
That's a really interesting point. So, you know, Dave and I, both our backgrounds, we're polar tech for a fair amount of time. Right.
We've worked in the sort of material side of, of this world and there is, this goes back to again, I think, the critical voices of like it's the, the perception of what is either core or cool or acceptable or whatever. And even if you can sit and we actually experienced this with even products that we made when we were at Polar Tech.
But even if you can sit here and look at, show us all through the entire, you know, proprietary technology fabric line that Columbia has and show it how it perfectly matches up against a Polar Tech or a Gore or a Scholler or a Primal up, whatever, at some point it stops mattering to certain people. They're like, yeah, but you know, I'd buy it if it said Gore Tex.
Like, but why, you know, what's, what's the difference we're showing you technology wise and performance wise, it's not going to be, it might even be better.
Matt Sutton
00:18:33.910 - 00:18:39.530
Yeah, I mean it's, it's, it's a, it's always going to be an emotional purchase that's rationalized.
Colin True
00:18:39.610 - 00:18:40.010
Right.
Matt Sutton
00:18:40.170 - 00:18:56.650
And so other than those pro athletes who are really focused on it, it's more about the brand perception first and what is associated with that brand. And so in that case, we got to grab credit back for what we actually do have from an objective technology perspective.
Producer Dave
00:18:56.650 - 00:18:59.690
It's the cost of not being part of the cultural conversation.
Matt Sutton
00:18:59.690 - 00:19:00.410
Exactly right.
Producer Dave
00:19:00.410 - 00:19:11.590
You talked about that Gore. They'll, they have figured out how to maintain at least that type of conversation in at least part of the culture.
So it maintains their status and they get credit for things that they don't even do.
Colin True
00:19:12.070 - 00:19:12.430
Right.
Producer Dave
00:19:12.430 - 00:19:26.630
They get credit for a Much broader sense of technical innovation. And so I think this is. It's crucial that you get that cultural conversation back.
If you want to, then go start leaning into some of that core technology innovator side of the story.
Colin True
00:19:27.110 - 00:19:52.630
But the technology is only one part of it, too, though, right?
So if it's just like the opposing point of view, like, if you look at the line and colors and fit and things like that, there is a little bit more of a. I don't. Every man. I don't know if that's the right word, but kind of. Kind of like every day, almost like quality to the products themselves.
Is that something that you guys are looking to deviate from or even. Even just from a color perspective? Right. You could. You could.
Someone could be a little like, ah, it's a little drab compared to this, like, interesting thing that Codapoxy is doing or something like that, right?
Matt Sutton
00:19:52.630 - 00:20:16.570
Oh, 100%. And I think we look at it as an. And so, like, we. We excel in certain fits and product categories and for the future customer and where we're going.
We started that transformation two years ago in our product lines and evolving, you know, a variety of things like style, fit, form, colorways, everything.
Producer Dave
00:20:17.210 - 00:20:22.490
Colin, I never thought I'd say this, but Columbia is bringing us improv vibes, right? Yes.
Colin True
00:20:22.490 - 00:20:39.940
And let's go well back to the campaign itself. I mean, were there any other. I mean, obviously you guys then settled on Adam and Eve DDB as your creative partner.
I imagine the pitch was just something that blew you guys away, or was it kind of. Was it tight? Like, was there a lot of good ideas that came back from that request from Joe?
Matt Sutton
00:20:40.580 - 00:21:33.550
There were several fantastic finalists, and it was really down to two. And then Adam and Eve, what they did was they spoke to how we could. How they could help us get a return to our special sauce in a modern way.
We really, in the process of vetting and thinking about what we wanted to do, knew that the path forward involved a bit of looking back. And they helped us look back and distill that iconic Gert and Tim campaign and what that was into.
Really, just fun, irreverent tests of our product and how to take that special sauce and make it relevant for today and do it without, you know, them involved in every ad. And so that, I think, is what really turned the leaf for us there.
Colin True
00:21:35.150 - 00:21:40.990
What. So what is this? I mean, beyond just like the, you know, the Gurdon Tim campaign, which gets.
Producer Dave
00:21:40.990 - 00:21:41.710
Back to the brief.
Colin True
00:21:42.110 - 00:21:44.510
Yeah. What is the special sauce of Colombia? Yeah.
Matt Sutton
00:21:45.230 - 00:22:56.640
So, I mean, it's two things. It is. You know, you see it in the campaign work.
But one of the insights in the brief was actually, you know, and it's funny because I see the conversation around what does this resonate with consumers, actually anchored on a very tangible consumer insight that I think is resonating with them as we see their reaction, which is they told us in surveying qual and quant surveying, that the outdoors is actually scary to them. When they go on a hike, they're worried about tripping or slipping and falling.
And if you speak to that, but you speak to it in a way where you show the challenge and then you show them prevailing, then it resonates in a unique way. It's what they want to see. They don't want to see the perfect model on the side of the mountain. They want to see real people going up.
And so that special sauce was present in the Legacy campaign, where it was like, you know, Gert put Tim through a car wash or drove over him in the Zamboni.
And it was this crazy kind of situation, Mother Nature or otherwise, that she went through, that they went through and then prevailed on the other end, thanks to the product that helped them. So it's being more real, I think, with the extremity of the outdoors.
Colin True
00:22:57.280 - 00:23:19.330
I honestly just think it's a lazy point of view. I mean, it's the same thing as being like, oh, I saw this horror movie that's going to keep people from going to see movies. It's like, no, man.
Like, people want to see stuff like this. People understand there's inherent risk in a lot of different things, in a lot of different ways.
And just to kind of have that knee jerk, like, just, I'm an outdoorsy person, and now this other person won't want to do it because they saw an ad or with a rattlesnake bite, and it's like, give me a break. Come on. What are we doing?
Producer Dave
00:23:20.050 - 00:23:34.690
Well, it's. You know, we do. We do sell the public ability short to determine what's humorous and what's facetious and what's over the top. I mean, it's.
It's got more in common with Monty Python than it does a nature documentary.
Colin True
00:23:34.690 - 00:23:35.050
Right?
Producer Dave
00:23:35.050 - 00:23:46.420
So I think that's a good place to be. Also talk about kind of the. The heritage of how you do product demonstration, because those are also inherently tied into the Gert and Tim saga.
Matt Sutton
00:23:46.970 - 00:24:06.090
That's the piece of the campaign that we are perhaps most excited about, is we think that we've cracked a repeatable ownable device of these extreme mother nature tests where we have three this fall. I think you have seen all three of them, including the ones that are to come.
Colin True
00:24:07.610 - 00:24:13.850
There was a new one today of the influencer who butt dials search and rescue.
Matt Sutton
00:24:14.720 - 00:24:50.970
Exactly. And that's all like adjacent content to those core assets because we created obviously hundreds of variants of different assets for channels.
But the core of that was a take a person in a larger than life situation. That is a actual test that we did. We packed a woman up in a snowball and she went down a black diamond ski ski slope in the Alps.
We did actually hoist that gentleman by his pants from the helicopter.
Colin True
00:24:52.490 - 00:24:54.650
That was practical. You actually lifted that guy up.
Matt Sutton
00:24:54.890 - 00:24:55.970
Yes. Yes.
Colin True
00:24:55.970 - 00:24:56.850
Oh, that's awesome, dude.
Producer Dave
00:24:56.850 - 00:24:57.610
Isn't that awesome?
Matt Sutton
00:24:57.690 - 00:24:59.130
No AI involved in the product.
Producer Dave
00:24:59.130 - 00:25:04.130
I heard somebody describe it as a mix between Jackass and Mythbusters and I just think that is a perfect.
Colin True
00:25:04.130 - 00:25:05.290
I think that was on our podcast.
Producer Dave
00:25:05.770 - 00:25:07.810
No, that was somebody else with some coding.
Colin True
00:25:07.810 - 00:25:32.170
Yourself? Yeah. What? Okay, so tell me about your journey in terms of like, and then how it applies to the campaign. Right.
So I mean, you spend time at places like framebridge and Facebook and Fresh Direct. And so now when you're. You kind of land in this spot with this program and it's a year long development. I mean, was it pretty seamless?
Was there any sort of like, how did this sort of. I mean, and being maybe potentially kind of new to this world, like, what was that journey like over the last year?
Matt Sutton
00:25:32.330 - 00:26:45.250
It's really interesting because we had, you know, in the. In the process of talking about what we're trying to do with this campaign and where the brand needed to be.
I think there was a recognition and an understanding that I give Columbia credit for in that they saw and in Joe's letter and in this brief that the energy was gone from this category. And when we talked about what we could do with this campaign, I said, well, yeah, that's.
That's a macro trend I've seen across these different brands I've worked on. And I, I most recently was in the D2C vertical N and that brands that went into wholesale and retail. So on the other end of the spectrum.
But there is a consistent theme which is over the past 10 years, the combination of the rise of performance marketing at all costs and a reticence to face criticism from brands led to a homogenization of creative and the complete removal of humor.
And so when we talked about what we wanted to accomplish, I was like, well, actually, I see this as much as a brand opportunity, as a performance marketing opportunity to do it differently.
Colin True
00:26:45.410 - 00:26:51.650
Wait, when you say that homogenization, are you saying is that from your experience outside the outdoor industry or is that more of an industry sort of outdoor industry observation?
Matt Sutton
00:26:51.890 - 00:27:19.940
Yes, this is now the, since I was at Facebook, the third category that I've worked on and it's a consistent trend across every category.
Well, and you bring bigger D2C brands to large brands, like some of the most iconic direct to consumer brands, you know, dollar Shave Club or Warby Parker, for example. You look at them now and they look like everyone else in the category and they disrupted initially.
Producer Dave
00:27:20.180 - 00:28:12.860
Colin, it's super. Just look at anything that comes across. Your Instagram or your TikTok feed.
You're going to see the same soundtrack, the same cut, the same type of storytelling. And it's too bad because, well, it give an opportunity for you though, to do something unique and different and go out there.
So I have to ask this question though. I mean, before we get to customer feedback from it. So Tim set the original thing in motion with his letter. Everyone's following to do that.
It is super one.
It's one thing to think that's where you want to go, and it's a totally another thing to see it presented in front of you live and in person and the money spent. And so what was that meeting like when you're talking to senior management and you lay down your cards and you're the new guy?
Colin True
00:28:12.860 - 00:28:13.620
Technically, right?
Producer Dave
00:28:13.620 - 00:28:17.340
Here it is. It's not just a storyboard they handed.
Colin True
00:28:17.340 - 00:28:19.780
You walk in, you're like, hey, here's this project. Okay.
Producer Dave
00:28:19.940 - 00:28:22.620
All right. So were you present in person for.
Colin True
00:28:22.620 - 00:28:24.940
The actual viewing vacation that week of.
Producer Dave
00:28:24.940 - 00:28:28.660
The first cut of, of the, of the piece? So tell us about that.
Matt Sutton
00:28:29.420 - 00:30:06.770
You bet. I was not on vacation, nor have I had a lot since I started.
But no, I mean, so what's great about this is at every check, including that first one from the get go, Joe, who wrote the letter, but even Tim said, are we going hard enough? Are we doing this as far as we should and differentiating ourselves enough, did we push hard enough?
And so every single point of the review has been, you know, we'll show it to a group and there will be a reaction. And we'll assess like both within our company what the reaction is.
And then we would, in each step of concepting, we actually tested it with consumers to get an understanding of, you know, is there a big red flag somewhere? Like you could argue, you know, the minority of people on LinkedIn had a few had some red flags. Right.
And so we assessed those on, you know, objective, like consumer criteria, which helped us shape it. There were moments where, yeah, in one little area, we might have pushed it too far and wrangled that back in. But I totally.
I can't take credit for the courage that went into this because I'm the delivery mechanism. Right. Like, it really comes down to the fact that they pushed from the get go. We have to use this as a vehicle to be different and bold.
And so, you know, it was easier to do it when you have that kind of support and belief in the work.
Producer Dave
00:30:07.090 - 00:30:07.570
Yeah.
Colin True
00:30:07.730 - 00:30:16.530
All right, but, and I'm putting you on the spot, was there anything that, even if it didn't get shot, if it was storyboarded, whatever, that didn't make the final cut that you could share?
Matt Sutton
00:30:19.830 - 00:30:45.990
For sure.
Earlier on, we had very early concepts that were, as you get into a certain stage now, you use AI to generate concepts, and there were pieces where the AI was too weird or wild. But that gave us the opportunity to say, okay, where's the range of humor? And calibrate accordingly.
Colin True
00:30:47.450 - 00:30:49.610
Yeah, but come on, specifically, like, what's something you cut?
Matt Sutton
00:30:50.890 - 00:30:54.570
Well, I'm trying to think, because it was so different from when we started.
Producer Dave
00:30:54.650 - 00:30:55.130
You know.
Matt Sutton
00:30:57.370 - 00:31:13.570
I think we had a scene where there was a bear chasing a meat dummy and it was just. I mean, it was hilarious, but it was like, this is too weird.
Colin True
00:31:13.570 - 00:31:14.890
Too weird and random. Right.
Matt Sutton
00:31:15.690 - 00:31:34.070
But ultimately, actually that scene provided inspiration for some of the wackiness of the brand av, that ultimately of that. Of that first video that ultimately really resonated, which is like that multi format, you know, of.
Of different types of scenes that are not what you would expect from this category.
Producer Dave
00:31:34.550 - 00:31:35.990
That's great, Dave.
Colin True
00:31:35.990 - 00:31:38.070
I think Weird and Random is the name of our next company.
Producer Dave
00:31:38.310 - 00:31:44.230
I think so too. Or. Or Meat Suit might be the way to go. No, that's great.
Colin True
00:31:44.680 - 00:32:02.120
All right, so you get up, you go through all this work, a year in development, you're about to unleash it. Actually, let me ask you this first. How did you guys settle on the social media strategy of just wiping out Instagram and starting from scratch?
I mean, that probably. I can't imagine that was a simple meeting with the social team. Right. Like, you want us to do what? What do you want us to do?
Matt Sutton
00:32:02.440 - 00:32:53.780
Nor was it simple to execute. I mean, we're talking thousands of historical posts, right, that you have to archive. This is a moment in time for us. So we wanted to. For the launch.
So we wanted to signal and Also, it gave us a fun opportunity to kind of tease that something is happening right last month. But we wanted to signal that it's a different. That they should expect something different going forward.
And so we built that into the strategy pretty early on this spring in the rollout of Set that moment in Time so that we have a very different look and feel. And you probably are seeing it like it's all tied in tonality wise.
We'll selectively unarchive some of the historical posts over time, but right now we're focused on like a clean look at the tone of the campaign going forward.
Colin True
00:32:53.860 - 00:33:07.140
I think it was a great idea.
I was picturing that poor social media manager that's like really proud of that really well performing like April 2023 post like, oh, my baby's going away. That still gets engagement today, guys, you know, like, so that's great that you bring somebody up.
Matt Sutton
00:33:07.140 - 00:33:11.900
Oh, for real. And we're bringing it back for that reason. Archive, not delete.
Producer Dave
00:33:11.900 - 00:33:29.390
Yeah, there you go. Now, I love that though, the. Because again, you're putting your money where your mouth is, or at least your memory where your mouth is.
Because, yeah, the signal is. Is hard to ignore. And I think it does speak in today's language of really what? Living by the intention. This is what we're doing. So that's.
It's tough to pull the trigger. That's great.
Colin True
00:33:29.710 - 00:33:42.040
All right, so night before the launch, like, what are you expecting? I mean, I imagine you're feeling pretty confident. I mean, if. Especially if it's hitting the brief. The brief was like, go, go. Are we going further?
The support of the higher ups, all of that stuff. But still, there must have been some nerves, right?
Matt Sutton
00:33:42.040 - 00:34:43.519
For sure.
I mean, it's a moment that many hundreds of people across the company have been sort of night and day working at WhatsApps with the agency at midnight for 12 months. I think we were hoping for a decent response because we knew it was different. We were blown away by both the consumer and the industry response.
And what's interesting is we talk about kind of the reaction, but I think people just weren't used to seeing dialogue in our category about a new campaign or effort in this way. And so creativity, I mean, total nerves the night before and really excited by the response. I mean, we're still early days, right?
But certainly in the launch, just the energy and momentum, website traffic, everything about.
Colin True
00:34:43.519 - 00:35:17.480
You know, we've already talked about.
I want to spend too much time, like giving, you know, any breathing oxygen to the haters, because I do Think a lot of it is pretty misplaced and you know, it's just kind of, kind of silly. I definitely. Well, I saw it first before Dave did and I remember I watched it, I think it probably was on LinkedIn.
And I immediately texted to him and called him and I'm like, stop whatever you're doing and like watch this. And both of us just, you know, like, I can't believe they're doing this. It's incredible.
And then of course, within minutes there's the, you know, the handful of the folks who think they know better. You know, is that almost. Was that sort of almost baked in from the get go, like we're going to ruffle some of those kinds of feathers as well.
Matt Sutton
00:35:17.560 - 00:35:27.080
I think there was almost a brief that if we're not ruffling some feathers, we're not relevant to the broader group.
Colin True
00:35:27.080 - 00:35:33.240
All right, this is where I pitch you on becoming now the title sponsor of the rock fight, because that's what we do around here. Columbia is welcome to join in. You know.
Producer Dave
00:35:35.700 - 00:35:37.940
You guys threw some stones. Let's go.
Colin True
00:35:37.940 - 00:35:38.820
Yeah, totally.
Matt Sutton
00:35:38.980 - 00:36:18.890
The thing is, I think the critique of making light of the dangers of the outdoors and the perils. We believe that mother nature and what you have to face needs to be respected and understood.
And again, that was just anchored in the insight and the brief of consumers are telling us there's trepidation, especially those consumers joined during COVID who are new to the, to the category around going out there.
So we thought it would actually be an accessible way to show people that you can, you can get out there and if you have the right gear, you can tackle anything.
Producer Dave
00:36:19.050 - 00:36:27.410
Yeah, you're going to start putting instruction manuals on your geared how to avoid the Grim Reaper. That's actually pretty funny anti rattles pagan.
Colin True
00:36:27.410 - 00:36:29.770
Like chant you got to do to keep the grim reaper away.
Producer Dave
00:36:30.970 - 00:36:33.370
Saying it might be might be a new feature benefit.
Colin True
00:36:34.330 - 00:37:01.570
You know, I guess the last question for me, I think the, you know, to your point, if you're looking the ruffle feathers and you did right. And then the proof in the pudding here is, you know, where are we in 6, 12, 18 months? Right. I'm sure this is not going to be. This isn't just a.
The random brand video that you spent a lot of money on and then okay, what do we do next, guys? So you know what, what is coming next? What is it? Is it new products? Is it color?
Like what is it that should consumers or people listening to the podcast, you know, should be looking for from Columbia?
Matt Sutton
00:37:02.210 - 00:38:19.690
Yeah, I mean to me, that's the most exciting part. Like, what we have seen is quite literally just the tip of the iceberg from the video and campaign perspective. It is really about.
We have two brand new, like, huge product line launches this fall, one of which has already come out in the Rock pant, which is another throwback to an iconic product that Columbia had in the past that we are doubling down on. That was the pan in the helicopter ad.
We have another product coming this fall called Amaze Puff, which is new and very different from Columbia in an incredible way. And then from a marketing standpoint, it's funny because we talk so much about the long format ads.
I am as excited, if not more excited about some of the experiential earned media stunts and social activations that we're doing that are coming very shortly that will be talked about and will be different perhaps in a way that is even more so than the conversation around the ads.
Colin True
00:38:19.770 - 00:38:20.170
Right.
Matt Sutton
00:38:20.490 - 00:38:39.930
And then lastly, as like a small teaser in about a week's time, we have a new brand ambassador launching for Columbia that is also a different, A very different pace in a really good way. And I think we'll all be pretty energized by that.
Colin True
00:38:40.010 - 00:38:45.370
I can't believe you got Taylor and Travis. It's incredible. Like the week of their engagement too. Wow.
Matt Sutton
00:38:45.370 - 00:38:47.450
Oh, should we not be announcing outdoor activists?
Producer Dave
00:38:47.530 - 00:38:48.730
It was. It was outside.
Colin True
00:38:50.090 - 00:39:07.910
No, look, look, you know, I think you guys must be listening because, you know, inspired creative, experiential activities, difference making on social media, these are all stuff that we're always kind of harping on when we're talking about brand stuff on the rock fight. So I'm just excited to sit back and watch it come out. Man, this is great.
Matt Sutton
00:39:08.870 - 00:39:26.700
Oh, thank you. I mean, we're so excited. To us, it is not just a campaign, right? It's all the things you talk about about differentiating in the category.
We're trying to do that and create not just a paid, but an organic conversation and get us on the radar.
Producer Dave
00:39:27.170 - 00:39:27.410
Right.
Colin True
00:39:28.130 - 00:39:36.610
Did you send the video to all your old friends at Facebook and be like, see this suckers? Enjoy building AI or whatever you're doing today? Look what I did.
Matt Sutton
00:39:37.250 - 00:40:04.150
Well, you know what's funny? There's a playbook for how they recommend that you deliver video in paid social.
And we are doing some different things than their playbook would recommend intentionally in terms of ad formats and the way that we're using it. So, yeah, of course I sent it to them. But, um, we're also kind of hacking the the platform a little bit in the way that we're using it.
Colin True
00:40:04.150 - 00:40:07.710
You think they would respect that, you know, the, the hacking element of it.
Producer Dave
00:40:07.710 - 00:40:24.250
So the best folks don't like that. No, this is great. I just want to thank you so much for, like you said, reaching out and having this conversation with us.
I think, I hope we get to unpack more of these type of conversations, but this was really special. Thank you so much.
Matt Sutton
00:40:24.800 - 00:40:26.000
Oh, thank you for having me.
Colin True
00:40:26.160 - 00:40:30.400
Yeah. Thanks for coming on. Thanks for reaching out and congratulations. Excited to see how this keeps going.
Matt Sutton
00:40:30.560 - 00:40:35.840
Yeah. You have some fans in us of your show and we had to answer the call.
Colin True
00:40:37.360 - 00:40:48.240
All right, I'm back here with producer Dave. Matt has gone back to Columbia land and thank you, Matt for coming on the show. Dave, you know, what'd you think?
What'd you think of all the explanations from about engineered for whatever.
Producer Dave
00:40:48.800 - 00:41:11.170
Look, I think it's awesome that we can have someone come and talk that openly about the process of getting these kind of projects together. Because as you, as you heard, they're not short term.
There's a lot of thinking, a lot of effort that goes into stuff like this and it's just cool to kind of peel back the layer a little bit and see what's going on.
Colin True
00:41:11.250 - 00:41:13.010
So did you work up a scorecard for this one?
Producer Dave
00:41:13.010 - 00:41:19.250
Well, I always work up a scorecard, Colin. It's kind of part of the concept that we have here. For sure.
Colin True
00:41:19.250 - 00:41:23.570
You ever see David, a trade show on a computer, he's doing scorecards for whatever it is you just saw.
Producer Dave
00:41:23.570 - 00:41:52.440
Right, right, right. So I do have a. So you know, ideally you do a scorecard without all of the background that you get from the insider knowledge. Right.
Because that's not how the consumer looks at it. Right. They just see it and react.
So my categories are originality, brand fit, messaging clarity, visual impact, strategic cleverness and the F2G quotient, which is fucks to give.
Colin True
00:41:52.440 - 00:41:52.920
That's right.
Producer Dave
00:41:52.920 - 00:41:53.720
Do they care?
Colin True
00:41:53.720 - 00:42:03.240
Yes. Do they care? By the way, we should do a consumer ready version of this. We can put it on the website. The producer, Dave.
The brief scorecard that we can put.
Producer Dave
00:42:03.240 - 00:42:06.079
Up on the website, Colin, that is so consumer ready.
Colin True
00:42:06.079 - 00:42:06.600
Oh, good.
Producer Dave
00:42:06.840 - 00:42:11.320
So originality. Look, I'm going to give that a high. I'm going to give that an eight.
Colin True
00:42:11.320 - 00:42:13.320
Yeah. This is out of 10, right? Every category is out of 10.
Producer Dave
00:42:13.320 - 00:42:15.000
Yeah. Right. I'm going to give that an eight.
Matt Sutton
00:42:15.480 - 00:42:16.680
How does it not get a 10?
Colin True
00:42:16.760 - 00:42:18.950
The Grim Reaper chasing a trail runner.
Producer Dave
00:42:20.540 - 00:42:26.140
All right. I can be talked into it. No I'm going to go nine. I'm going to go nine then. Yeah, right, yeah.
Colin True
00:42:26.220 - 00:42:28.620
10, 10. You got to make that a really high bar.
Producer Dave
00:42:29.340 - 00:43:33.030
It is, it is. And I think there might be a fuller brand conversation to that.
But as an executed piece, totally original, especially if you're talking about the outdoor category itself. Yeah, big time. But it definitely follows in the. The line of.
And I know everybody's favorite disruptive brand is, you know, Liquid Death Water, but it's kind of getting close to that type of like, you know, really kind of slapping you across the face. You know, brands like Pit Viper employed, you know, kind of this type of strategy in their own kind of on a way. But no, I thought that was.
It was fun to see for sure. Brand fit. Boy, that's one where you could really just go like straight up, you know, on the other end. A three.
But when you take into kind of some of their strategic direction and the fact, you know, if you do want to use the brand, brand's heritage of using kind of this type of at least this type of comparison humor, this kind of the. The product demo, kind of humorous product demo. I'm gonna give that a seven. Okay. Right. See where that goes.
Colin True
00:43:33.030 - 00:43:55.640
Yeah. There's two things I think on brand fit.
There's like the brand itself and the products they make and then kind of almost like industry fit in a way because that seems to be the two biggest criticisms. Or like, oh, yeah, Columbia is an entry level brand or, you know, this is going to scare people from going outside. Right. And it's like, I don't know.
I think if you look at this the right way, it's hard not to give it, you know, high marks.
Producer Dave
00:43:56.280 - 00:44:17.370
It is and it's true. It's where current brand or where they're going. Right. And so if this is where they're going, then, yeah, I got to give it a little higher message.
Clarity, you know, emotion versus information. What are they saying? Look, I don't know what else you take from this, but that it's a wacky world out there and you need something for it.
Colin True
00:44:17.370 - 00:44:21.650
I thought the key message was the Ralston Sans is on, we're bringing him back.
Producer Dave
00:44:22.450 - 00:45:14.440
Right, right. I mean, look, the message is just like, enjoy this and connect your kind of positive thoughts to this. And that's what they're doing.
And so it's not a reason based technical argument of product. It is just, do you like my brand? Here you go. Right. And I'm down with that visual impact.
I'm going to give that A nine straight up like that is just like, boom. And I'm gonna say even strategic cleverness. I'm gonna go up high there as well. It's like the whatever look. That's not my favorite line.
It's really more of kind of telling you what the marketing brief is that it's designed for everything. It's nothing I'm gonna put. Wanna put on my shirt and say, yes, I'm engineered for whatever. So I guess that part isn't.
But if you see some of the, like the executions they did in their print ads. You know what I mean? Jack. Jack Frost don't know jack shit.
Colin True
00:45:14.440 - 00:45:14.760
Right?
Producer Dave
00:45:14.760 - 00:45:26.680
That's pretty. That's pretty clever. That's kind of fun. And then the producer, Dave's F2Gs, you know, fucks to give. It doesn't seem like they care.
I think they have zero fucks.
Colin True
00:45:26.680 - 00:45:28.680
Yeah. Which is a perfect score in this category.
Producer Dave
00:45:29.080 - 00:45:34.280
Yeah, right, Exactly. You know, they have a reason for it. They're giving it a try. Good on you.
Colin True
00:45:34.280 - 00:45:56.730
And that's really the overarching theme of why I take umbrage with some of the. The industry voices. It's like.
Like in a world of acoustic guitar, you know, Twilight shots of tents under a pine tree with a mountain in the distance or by an alpine lake. You gotta. At least you have to respect the. And like the attempt here, even if it's not what you would have done.
Producer Dave
00:45:56.730 - 00:45:57.329
That's right.
Colin True
00:45:57.329 - 00:45:57.730
Right.
Producer Dave
00:45:58.370 - 00:45:59.570
Even if it falls flat.
Colin True
00:45:59.570 - 00:46:00.010
Yeah.
Producer Dave
00:46:00.010 - 00:46:02.850
Frankly, you know what? That's. You gotta. You gotta try.
Colin True
00:46:02.850 - 00:46:04.650
Somebody went for it for the first time.
Producer Dave
00:46:04.650 - 00:46:05.130
Yes.
Colin True
00:46:05.130 - 00:46:05.970
In a while.
Producer Dave
00:46:08.050 - 00:46:08.890
Oh, there you go.
Colin True
00:46:08.890 - 00:46:09.690
So good on you.
Producer Dave
00:46:09.690 - 00:46:10.090
Right on.
Colin True
00:46:11.120 - 00:46:12.960
All right, well, what was the total score then?
Producer Dave
00:46:13.760 - 00:46:18.680
I didn't add it up, colin. I like 41 out of 50. Okay.
Colin True
00:46:18.680 - 00:46:23.640
All right. Good job, Colombian. Thanks, Matt Sutton, for. For joining. Joining the Rock Fight today and giving us.
Producer Dave
00:46:23.640 - 00:46:29.200
Well, and they get, I guess, I bet. Do you get 10 points for zero? Zero. Like, does that just put you over the top?
Colin True
00:46:29.200 - 00:46:32.720
That is kind of fun. If you want to go. Yeah. If it's like zero gets you 10 points.
Producer Dave
00:46:33.200 - 00:46:34.560
Yeah. Like, boom.
Colin True
00:46:34.560 - 00:46:37.040
Okay, good. So 51 out of 50. You guys broke?
Producer Dave
00:46:37.040 - 00:46:37.320
Yeah.
Colin True
00:46:37.320 - 00:47:07.840
You broke up. Nice job. All right, that's the show. We want your emails. Send them to myrockfightmail.com.
thanks again to Matt Sutton from Columbia for joining us today and for reaching out. The Rock Fight's a production of Rock Fight llc. Today's episode was produced by producer Dave, with art direction provided by Sarah Gensert.
I'm Colin True. Thanks for listening and here to take us out. He is engineered for punk rock and ska punk Chris Da makes.
He's here to sing the Rock Fight Fight song song. We'll see you next time. Rock Fighters.
Chris DeMakes
00:47:16.160 - 00:48:06.420
Welcome to the Rock fight Where we speak our truth, Slay sacred cows and sometimes agree to disagree.
We talk about human powered outdoor activities and big bites about topics that we we find interesting like pop culture, music, the latest movie reviews, Ideas that aim for the head. This is where we speak our truth. This is where we speak our truth. Rock fight. Rock fight. Rock fight. Welcome to the Rock Fight. Rock fight, Rock fight.
Welcome to the Rock Fight. Rock fight. Rock fight. Rock fight. Rock fight, Rock fight. Welcome to the rock Fight. Rock fight. Rock fight, Rock fight.
