On its third quarter of 2026 earnings call, held on Oct. 29, 2026, Columbia Sportswear (NASDAQ:COLM) reported third-quarter net sales increased 2% to $963 million. However, direct-to-consumer e-commerce sales, or online retail sales made straight to shoppers, accelerated as digital traffic improved. Three things management said stand out. Columbia Sportswear reduced promotional activity across its e-commerce platform, which is its direct-to-consumer digital store, to build brand equity and improve sales margins. High-single-digit digital growth for the flagship brand helped increase overall sales while attracting new active shoppers. Management launched the Engineered for Whatever marketing campaign, its global advertising platform targeting younger outdoor enthusiasts, to refresh core product lines like fleece and outerwear. These targeted campaigns drove new customer acquisition to its highest level since 2023.
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