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Mountain Hardwear Introduces Cool.Q™ ZERO Active Cooling

Richmond, CA (June 11, 2012) – Mountain Hardwear, Inc., a leader in innovative, premium outdoor apparel, equipment and accessories, and a wholly-owned subsidiary of Columbia Sportswear Company (Nasdaq:COLM), announced today the launch of Cool.Q ZERO, a sweat-activated cooling technology that will be available to consumers in spring 2013.

Cool.Q ZERO is a visible technology comprised of tiny blue circles that are embedded into the fabric of the apparel. The circles contain a unique cooling polymer that, when exposed to sweat or moisture, causes the rings to swell, creating an instant and prolonged cooling sensation that helps minimize heat.

"Hot weather and heat are incredibly challenging conditions for anyone participating in outdoor activities, especially runners and aerobic athletes, "said Topher Gaylord, President of Mountain Hardwear. "Cool.Q ZERO changes that by enabling athletes to run more comfortably in hot conditions."

Elite Mountain Hardwear athletes had the opportunity to test Cool.Q ZERO in extreme heat situations, including the Grand Canyon Rim2Rim2Rim run in April in temperatures pushing 100 degrees.

"Both Dakota Jones and I tested the new technology in a heated, controlled environment but this real world test blew away our expectations. The stuff just works," said Max King, Mountain Hardwear and Montrail athlete. Visit to hear more on Cool.Q ZERO from King and Jones.

Mountain Hardwear is currently introducing Cool.Q ZERO to retailers across the globe and will showcase the new technology at the Outdoor Retailer Summer Market in August 2012. Cool.Q ZERO will be released to consumers in a variety of Mountain Hardwear styles in the spring of 2013. Multiple styles, including men’s and women’s performance running shirts, a hiking shirt, headwear and additional accessories including arm coolers and bandanas, will feature the technology.

Cool.Q ZERO was developed by Columbia Sportswear Company’s Performance Innovation Team (PIT). The PIT is a newly centralized research and innovation division of Columbia Sportswear Company tasked with developing new, revolutionary consumer solutions for the company’s entire brand portfolio, which includes Mountain Hardwear, Montrail, Sorel and Columbia.

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