with cutting-edge technology and high quality outdoor activity products, the industry is highly competitive.
Moreover, the increasing popularity of performance and technology-driven outdoor activities apparel has in creased
the attractiveness of this sector of the market for several current and potential competitors.
As note earlier, another to protect the firm's intellectual property from competitors and any counterfeit operations that might surface to present customers with "fake" products that look similar to Columbia's offerings. Furthermore, retail distribution channels (including Dick's Sporting Goods, Sports Authority, and REI) account for the majority of Columbia's sales. As a result, managing profitable relationships and limiting the power of retailers is another challenge Columbia and its leaders face.