Columbia Sportswear Launches Star Wars Endor Collection Amid Strategic Shift

Columbia Sportswear has unveiled its latest limited-edition collaboration, the Star Wars Endor collection, marking a strategic effort to drive brand engagement and sales. The 20-piece line launched today, with exclusive early access for loyalty program members beginning at 6:30 AM PST, followed by general public availability at 7:00 AM PST.

This new range draws inspiration from Return of the Jedi, featuring designs such as trench coats and ponchos that incorporate Columbia’s proprietary technologies, including its Omni-Heat™ Infinity thermal-reflective lining. The launch follows a pattern of previous successful Columbia | Star Wars collaborations, which have historically sold out rapidly. The immediate impact is expected to be a surge in website traffic and a short-term sales boost, though the long-term demand trajectory will depend on product availability and customer repurchase rates.

Financial Performance and Leadership Changes

The product introduction aligns with Columbia’s broader "Accelerate Growth" plan, which emphasizes refreshed marketing, targeted customer segmentation, and product innovation. This comes against a backdrop of mixed financial results. For Q3 2025, the company reported net revenue growth of just 1%, supported by international operations, while its operating income declined by 40%.

Should investors sell immediately? Or is it worth buying Columbia Sportswear?

In a recent executive move aimed at fostering new opportunities, Columbia appointed Peter J. Bragdon and Joseph P. Boyle as Co-Presidents in November. Timothy P. Boyle continues in his roles as Chairman and Chief Executive Officer.

Market Sentiment and Stock Position

Current analyst consensus for Columbia stock is a Hold recommendation, with an average price target of $55.80. As of the latest close on December 9, shares traded at $53.86. The stock’s 52-week range has seen a low of $47.47 (October 31) and a high of $92.88 (February 26).

Strategic Outlook and Upcoming Catalysts

While the Endor collection is likely to generate buzz and seasonal revenue spikes, Columbia’s sustained recovery hinges on improving profitability and scaling such specialty launches beyond momentary hype cycles. Investors will gain clearer insight into the strategy’s effectiveness when the company releases its next quarterly earnings, scheduled for Tuesday, February 3, 2026. That report should clarify the collection’s contribution to revenue and the ongoing trend in operating income.