This Grandma Wants To Keep The World WarmDori Jones Yang
They told Gertrude Boyle, 70, that she might not play well in Tokyo. The grandmother and businesswoman owns Columbia Sportswear Co., an outerwear company based in Portland, Ore. She's the star of Columbia's commercials, which depict her as a tough-talking matriarch who runs roughshod over her son, Tim, 45, the company's CEO. American audiences love the spots, which were crucial to turning Boyle's fledgling company into the world's largest manufacturer of outdoor apparel. But Columbia's Japanese distributor worried that shoppers would find "Mother Gert" offensive. Boyle persuaded them otherwise. Now, Columbia's jackets are best-sellers in Japan.
To continue reading this article you must be a Bloomberg Professional Service Subscriber.
If you believe that you may have received this message in error please let us know.