Gert 'Ma' Boyle Returns To Columbia Sportswear Ads

By Kristian Foden-Vencil (OPB)
Portland, Oregon Oct. 8, 2015 12 p.m.
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Gert Boyle became famous in the 1990s being portrayed in company ads as “one tough mother."

Gert Boyle became famous in the 1990s being portrayed in company ads as “one tough mother."

David Stuckey / OPB

After a 10-year hiatus, the chair of Columbia Sportswear, Gert Boyle, will again star in company advertising.

Boyle became famous in the 1990s being portrayed in company ads as "one tough mother".

Oregonians may remember images of Boyle shoving her son, company CEO Tim Boyle, through a car wash or up a mountain to demonstrate products.

Boyle, who is now 91, says at some point they thought they’d try a new advertising strategy. “Well, maybe that wasn’t such a good idea because we had a position in the advertising agency," she said.

"They might not know a Gert or Tim or Columbia Sportswear, but that mother puts that son through misery, and so that was a good thing, we shouldn’t have let that go.”

In the new ads, Boyle will be seen going after everyone in the company, not just her son.

Columbia Sportswear employs more than 4,000 people and has annual sales of more than $2 billion.

Columbia Sportswear says their, "unique Pacific Northwest heritage and Boyle family irreverence is what sets us apart from the competition."

Columbia Sportswear says their, "unique Pacific Northwest heritage and Boyle family irreverence is what sets us apart from the competition."

David Stuckey / OPB

THANKS TO OUR SPONSOR:
THANKS TO OUR SPONSOR:
THANKS TO OUR SPONSOR: