Return to Media Room

October 10, 2010



Columbia Heats Up Manila Through A One-of-A-Kind Exclusive Launch for Its New Omni-Heat Technology

For Immediate Release: On the auspicious date of October 10, 2010 (10-10-10) at exactly 10AM, select members from the Country’s leading online, television and print outlets were invited to the exclusive launch of Columbia’s newest Omni-Heat Technology.

Shrouded in secrecy from what laid ahead, guests were transported from Recreational Outdoor eXchange (R.O.X.) located at High Street, Global City to the undisclosed Glacier Refrigerated Services Corporation in Taguig, Metro Manila. It was not until everyone arrived that the attendees were informed that they would be participating in a series of challenges inside the negative ten-degree ice freezer to experience first hand the effectiveness of the Omni-Heat technology.

Before starting, participants were randomly divided into six (6) teams consisting of two editors and one celebrity, of those whom included: Survivor Philippines Seasons 1 and 2 contestants, Kiko Rustia and Marvin Kiefer; The Amazing Race Asia Seasons 1 and 4 contestants, Jacq Yu and Lani Pillinger; host of The Buzz and TV Patrol, Phoemela Baranda; and top commercial model / host, Mikaela Lagdameo-Martinez. The racers took in as much last minute fuel as possible provided by sponsors, Heroes Sausages and Vitwater, before the horn sounded signaling the start of the competition.

Challenges ranged from, amongst others, breaking blocks of ice with keys frozen inside in order to unlock the correct padlock, producing more than two and a half kilos worth of shaved ice from a solid block of ice, blindfolded memory challenges, and completing puzzles wearing Omni-Heat jackets in a separate room that was negative 24 degrees below zero.

After 40 minutes, Columbia Sportswear Team Omni-Grip, consisting of members: Phoemela Baranda, Suki Salvador from The Mega Publishing Group and Bryan Garcia from Manila Bulletin prevailed, successfully finishing all of the challenges in the fastest time with the least amount of penalties.

When asked if the Omni-Heat Technology was effective, Pheomela responded, “you could really feel the difference wearing the jacket [Omni-Heat] inside the super cold room where we had to complete the puzzle.”

Athlete Kiko Rustia, who also hosts the hit television adventure show, Born to Be Wild, shared similar sentiments, stating, “Columbia’s Omni Heat jacket is lightweight, packable and really effective.”

Following the competition, participants and guests traveled to Columbia’s flagship store in Greenbelt 5, Makati City where lunch was served and prizes were awarded to members of the winning team.

The exclusive launch of Columbia’s newest Omni-Heat Technology was a first of its kind in the Philippines and enjoyed by everyone given how unique and interactive the event was.

Columbia Sportswear Omni Heat Technology’s body heat moisture management system, thermal reflective, insulating and electric technology will keep outdoor enthusiasts warm and comfortable in cold and crisps condition. Indeed, Omni Heat technology is perfect for every adventurer.

A member of the Primer Group of Companies, Columbia is one of the nation’s leading outdoor and sportswear brands distributing apparel, footwear, headgear, camping equipment, skiwear and outerwear accessories. The Omni-Heat Technology is exclusively distributed in the Philippines by The Primer Group of Companies and available in the following Columbia Sportswear Outlets: Greenbelt 5, SM Cebu Northwing, SM Megamall, SM The Block, SM Mall of Asia, Limketkai Mall, Festival Supermall, Gateway Mall and in all R.O.X. and Res|Toe|Run concept stores.

For additional information, please visit Columbia Philippines’ website at: or and for up-to-the-minute updates regarding the latest Columbia products, promotions and events.

About The Primer Group of Companies
The Primer Group of Companies was founded in 1985 and is in the business of distributing, retailing and licensing consumer and industrial products in the Philippines through its affiliates. The Primer Group is composed of three major business groups: Consumer products such as footwear, apparel, bags, luggage, accessories, etc., Industrial Products, and Consumer Services. With close to 100 freestanding / proprietarily owned stores, the Primer Group of Companies’ corporate vision is to become the leader in the global distribution and innovation of premium goods and services.

For more information, please contact, Will Hsu at:, +639175225161.