Columbia sews a ‘last will’ into jackets
By James Herring on Tuesday, October 21, 2025
Most jackets come with care instructions.
This one comes with a last Will & Testament.
Columbia’s latest jacket comes with a legally binding transfer of ownership intended to be read after your untimely demise.
As part of its bold new campaign “Engineered for Whatever,” Columbia Sportswear has taken the concept of product durability to its absurd conclusion: a “Last Will & Outerwear Testament” stitched into the lining of select jackets.
The will, written with deadpan wit, includes clauses for posthumous gear bequeathment and warnings like “the jacket is waterproof, but it’s not idiot-proof.”
The campaign, created with adam&eveDDB, is built around the tension of extremes: blizzards, wipeouts, and poorly planned night skiing sessions.
It positions Columbia gear not just as protective, but heirloom-worthy products that might outlive the adventurer wearing them.
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For marketers, it’s a reminder that functional claims can be made emotional through creative storytelling.
A claim like “our jackets are durable” rarely lands.
A stitched-in will? That’ll stick.
