Columbia Sportswear to Give Away Survival Bunker with Launch of the “Don’t Panic Room”

PORTLAND, Ore.--(BUSINESS WIRE)--Oct 28, 2026--

Columbia Sportswear (Nasdaq: COLM) is preparing for the worst with the launch of the “Don’t Panic Room,” a new social campaign and contest that challenges outdoor enthusiasts to prove they have the skills, ingenuity and resilience to survive. Interested participants can submit videos showcasing their survival skills for the chance to win a modified 40-foot x 8-foot off-grid bunker, stocked with loads of Columbia gear, footwear, tools and plenty of stuff needed for whatever comes next.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261028725608/en/

The campaign kicks off today with a film at columbia.com/bunker featuring Columbia CEO Tim Boyle, who calls on viewers to prove they have what it takes to win the “Don’t Panic Room.” As the world watches wealthy tech bros building bunkers for the worst-case scenarios, the brand feels that it’s important for the rest of society to have a shot at surviving whatever Mother Nature throws at us as well.

“We’ve been making gear for bad weather and other unfortunate moments for almost 90 years,” said Tim Boyle, CEO of Columbia Sportswear. “We’ve seen it all and we figured we’d offer our fans a chance to overcome the absolute worst that can happen in the outdoors. Hopefully the winner never needs the ‘Don’t Panic Room,’ but we made sure they’ll be warm and dry if the world does go to sh*t.”

The “Don’t Panic Room” is designed to keep occupants equipped and warm during a worst-cast weather scenario. The space features a bunk bed, a small kitchen and dining area, bathroom, a robotic dog named Rocky for companionship, and shelves stocked with survival gear, footwear, tools and supplies. And to arm occupants for adventures outside the bunker, a full Columbia section includes rows of canned jackets and gear to be opened in case of emergency.

Sealed in cans to withstand the test of time, jackets like Columbia’s Terwilliger Trail Heat Seal Hooded Jacket are ready to be opened when the weather takes a turn for the worst. When the need arises, occupants can simply pop open the cans to take advantage of Omni-Heat™ Infinity, Columbia’s patented reflective thermal technology that was inspired by emergency blankets, to stay warm. The bunker is also stocked with several pairs of Columbia footwear, including the Tellurix Titanium OutDry Mid, a technical waterproof shoe designed to tackle the most unexpected conditions.

The modified shipping container will be delivered directly to the winner, and entries will be accepted through November 24, 2026 via Instagram or by visiting columbia.com/bunker.

“The ‘Don’t Panic Room’ marks the next chapter in our Engineered for Whatever platform and is another unique way to show how our gear performs when conditions get especially tough. In this case, REALLY tough,” said Matt Sutton, Head of Marketing at Columbia Sportswear. “As we all watch tech people building bunkers to hide from their own tech, we want to reward the real survivalists and outdoors people who appreciate what Mother Nature has to offer.”

Media can access stills and video assets HERE.

Don’t Panic Room Contest Abbreviated Rules:

NO PURCHASE NECESSARY. Open only to legal residents of the 48 contiguous US/DC, 18 years of age (19 in AL/NE) and older. Void in AK, HI & where prohibited by law. Contest Entry Period starts at 12:00 p.m. ET on 10/28/26 and ends at 11:59 p.m. ET on 11/24/26. Prize is a 40’x8’ modified shipping container, which winner will need to receive and maintain, and $35,000. Subject to Official Rules, including important descriptions of the prize and requirements to receive it, how to enter, judging criteria, and restrictions, see http://www.DontPanicRoom.com/rules. Sponsor: Columbia Sportswear Company, 14375 NW Science Park Drive, Portland, OR 97229.

About Columbia Sportswear:

Columbia, the flagship brand of Portland, Oregon-based Columbia Sportswear Company, has been creating innovative apparel, footwear, accessories, and equipment for outdoor enthusiasts since 1938. Columbia has become a leading global brand by channeling the company’s innovative spirit and passion for the outdoors into technologies and performance products that keep people warm, dry, cool and protected year-round. To learn more, please visit the company's website at: www.columbia.com.

An interior view of the Don't Panic Room, a real bunker that will be delivered to the contest winner's home.

Columbia's jackets are sealed in cans in the Don't Panic Room to be opened in case of emergency.

The Don’t Panic Room is a marketing campaign and contest that challenges outdoor enthusiasts to show they have the skills, ingenuity, and resilience to survive a worst-case scenario. One winner will receive a 40-foot off-grid modified shipping container delivered directly to their door and stocked with Columbia gear, tools, and survival essentials.

GENEVA (AP) — Two-time World Cup coach Takeshi Okada resigned as Japanese soccer federation vice president in protest at the politics around FIFA during Gianni Infantino’s campaign to be re-elected.

Japan’s soccer body on Wednesday published Okada’s resignation statement dated last Saturday — 24 hours after the Asian Football Confederation had performed a U-turn by publicly supporting Infantino, who seeks a fourth and final presidential term at an election in March.

Infantino has faced a backlash since July over his failed World Cup sell-off plan and broader management style including ties to U.S. President Donald Trump, provoking a furor from soccer leaders in Europe, North America and — initially — in Asia.

The 70-year-old Okada, who coached Japan at the World Cups of 1998 and 2010, wrote of his belief “that sports should embody integrity.”

“However, the series of actions surrounding this year’s FIFA World Cup represent a significant divergence from my personal convictions,” Okada said in the statement. “As a sportsman, I cannot accept this.”

Okada acknowledged the complexity of Japan’s place in the politics of world soccer's ruling body FIFA and Asia, adding he understood “there are practical reasons for aligning with the AFC’s stance.”

Japan wants to host the men's World Cup before 2050, its federation president Tsuneyasu Miyamoto said at an October 2023 online meeting of the AFC that endorsed Saudi Arabia’s bid to host the 2034 edition.

AFC president Sheikh Salman bin Ibrahim Al Khalifa had in August joined his fellow FIFA vice presidents, Aleksander Ceferin from UEFA and CONCACAF’s Victor Montagliani, by criticizing Infantino for “deception” and a “fundamental breach of trust” for pushing to sell a permanent stake in World Cup profits. Infantino lined up a $4.2 billion deal with private investors led by Joshua Kushner, younger brother of Jared Kushner, who is married to Trump’s daughter Ivanka.

However, Infantino never lost support from 2022 World Cup host Qatar and seemed to regain trust since August from 2034 host Saudi Arabia, which had withheld public backing before hosting him in Jeddah this month.

The two Gulf states are major power brokers in Asian soccer and, last Friday, Bahraini royal family member Sheikh Salman surprised many global soccer observers by announcing at an AFC assembly in Tokyo it would now endorse Infantino.

The AFC has 46 of the 211 FIFA member federations who will vote in the March 18 election scheduled in Rabat, Morocco.

The 211 members effectively own FIFA as a Switzerland-based non-profit organization, and have been promised $25 million each by Infantino for development projects and operating costs over the next four years.

European soccer's ruling body UEFA has committed to finding a candidate against Infantino by a FIFA deadline of Nov. 18 to enter the contest.

Fallout from the AFC meetings in Tokyo continued into this week.

Former FIFA vice president Prince Ali bin Al Hussein of Jordan wrote on social media the final AFC meeting on Friday was “pure politics at the behest of Gianni Infantino.”

Prince Ali, who was along four candidates against Infantino in the 2016 FIFA election, said Asia was not united behind the incumbent president and added: “No amount of coercion, threats or bribes should be allowed.”

The AFC said this was “unsubstantiated” and pushed back against the prince's claims no member had been allowed to take the floor to speak.

“Such serious accusations must be supported by credible evidence,” the Asian soccer body said, referring Prince Ali's comments to its judicial officials for possible disciplinary action.

See AP’s full soccer coverage here

FILE - Asia Football Confederation President Salman Bin Ibrahim Al-Khalifa, left, poses with FIFA President Gianni Infantino during an inauguration ceremony for the new building of the Asia Football Confederation in Kuala Lumpur, Malaysia Tuesday, Oct. 30, 2018. (AP Photo/Vincent Thian, File)

FILE - Japan head coach Takeshi Okada gestures during the World Cup round of 16 soccer match between Paraguay and Japan at the Loftus Versfeld Stadium in Pretoria, South Africa, Tuesday, June 29, 2010. (AP Photo/Luca Bruno, File)