Columbia wanted product consultancy for upcoming apparel seasons, helping shape collections for JD Sports’ trend-seekers and sports-tech shoppers. The task was to turn Columbia’s outdoor performance credibility into ranges that feel commercially sharp, culturally relevant, and right for a fast-moving, sports-style audience.
For the JD shopper, Columbia’s outdoor credibility is only an asset if it arrives on streetwear’s terms. They want the utility, but it’s the silhouette, styling, the right brand adjacencies and price architecture that decide whether a piece actually sells. The opportunity lies where technical function and youth-style aspiration genuinely meet, not where Columbia might assume they do.
NERDS provided cross-season product consultancy across range planning, consumer style guides, design direction, target RRPs, marketing strategy and retail pitch development. Working through collection planning, creative direction and prototype reviews, we helped Columbia shape ranges with sharper consumer relevance, clearer product storytelling and a stronger cultural fit for the sports-style floor.
